As the U.S. men’s Olympic basketball team heads into the medal round, sales of USA Basketball merchandise are heating up.

NBA officials report that for the first week of the Olympics, combined sales at the NBAStore.com and the NBA Store in New York City increased 57 percent compared to the week leading into the Beijing Games.

“We anticipate demand for USAB product to continue throughout the rest of this month as the U.S. team continues its quest for a gold medal,” said Sal LaRocca, executive vice president of global merchandising for the NBA, which markets USA Basketball.

The top five jersey sellers on the men’s team are Kobe Bryant, LeBron James, Dwyane Wade, Carmelo Anthony and Dwight Howard, respectively. Candace Parker is the top seller from the women’s team.