James Harden has drained a season-high 50 points with Houston beating a hapless Philadelphia 116-114 for a record 27th straight loss and an ignominious all-time North American sporting low.
It was the third career 50-point game for Harden, who has the most in franchise history, as he surpassed Hakeem Olajuwon, Moses Malone and Elvin Hayes who had two each.
The sad sack Sixers hit another low as they equalled their franchise-worst 0-17 start from last season.
With 27 consecutive defeats dating back to March 27, they own the record for the longest losing streak in North American major professional sports. The NFL's Tampa Bay Buccaneers went 0-14 in their first season in 1976 and started 0-12 in 1977 before beating New Orleans.
Harden added nine rebounds and eight assists but also nine turnovers in the Friday night win.
The 76ers fought hard in the final quarter but it wasn't enough to avoid also setting a NBA record for straight losses.
While the Buccaneers' streak came at the start of their existence, the 76ers are a storied franchise with three championships to their name and a list of famous players including Charles Barkley, Moses Malone and Julius Irving.
Meanwhile, Golden State guard Stephen Curry scored 41 points and made nine three-pointers as the Warriors extended their unbeaten start to 17-0 with a 135-116 victory over the Phoenix Suns.
LeBron James had 25 points and 13 rebounds as Cleveland pulled out a 95-90 victory over Charlotte.
The Cavaliers trailed by seven points in the fourth quarter but took the lead for good with a 14-4 run midway through the quarter.
Point guard Elfrid Payton scored 22 points and added 10 assists in leading Orlando to a 114-90 victory over Milwaukee.
Jared Sullinger scored 18 points and matched a season-high 15 rebounds, six offensively, as Boston hammered Washington 111-78.
Guard Gerald Green scored a season-high 25 points, while forward Chris Bosh added 20 points and five rebounds as Miami beat the New York Knicks 97-78.
Forward Paul George collected 33 points, while guard CJ Miles scored 16 first-half points as Indiana grabbed control early on their way to a 104-92 victory over Chicago.
Forward Paul Millsap finished with 23 points and 14 rebounds as Atlanta Hawks defeated Memphis 116-101, while Kevin Durant grabbed 34 points and 13 rebounds to lead Oklahoma City to a 103-87 victory over Detroit.
Elsewhere, San Antonio beat Denver 91-80, Minnesota downed Sacramento 101-91 and the LA Clippers rolled New Orleans 111-90.
