LeBron James was cast as a villain by some for his move from Cleveland to Miami, but that hasn't stopped basketball fans making his Heat jersey the top-seller in the NBA.
Sales of James' jersey passed those of Lakers star Kobe Bryant this season, making James number one for the first time since his rookie campaign with Cleveland in 2004.
When James opted to leave Cleveland as a free agent last year and move to Miami, some Cavs fans burned his old number 23 Cavs jerseys to demonstrate their wrath.
But his No.6 Heat jersey is a hot commodity.
Bryant dropped to number 2 on the list announced today, while Boston's Rajon Rondo moved up to third. Rondo was one of five Celtics among the top 15.
Bryant had been number 1 since the start of the 2008-09 season on the list, which is based on sales on NBAStore.com since the start of the 2010-11 season.
Amare Stoudemire (4th) and Carmelo Anthony (8th) also made the top 10 in their first seasons as Knicks.