Fans are snapping up Miami Heat uniforms and other merchandise during the team's current winning streak.
Sales of Heat items are up 30% year-to-date compared to 2012, according to SportsOneSource, a research service that tracks sales of licensed sports merchandise. Sales of Heat items at the NBAstore.com are up 40% since the start of the streak, according to league spokeswoman Amanda Thorn.
The Heat won its 24th straight game Wednesday, coming back from a 27-point deficit in the second half to defeat the Cleveland Cavaliers. If the team keeps winning through its April 9 game, it would break the league's record of 33 straight wins, which was set by the Los Angeles Lakers in the 1971-72 season.
The Heat's sales spike far outpaced the sales of the rest of the league. The NBA says its domestic league merchandise sales are up less than 10% year to date. SportsOneSource's independent reading on NBA sales shows a 25% decrease so far this year. It attributes that drop to the "Linsanity" phenomenon during the year ago period. The sudden emergence of then New York Knicks player Jeremy Lin sparked a huge but short-lived spike in sales.
Thorn said that the surge in sales has moved Heat items into the No. 2 position at the league's flagship store on Fifth Avenue in New York, behind only the hometown Knicks.
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