LUBBOCK, Texas (AP) -- Markel Brown has a theory about why he plays so well at Texas Tech.
"They switched the ball up last year and I like the feel of the ball," he said.
Brown scored 25 points and matched a career high with seven 3-pointers - all in the first half - to lead No. 17 Oklahoma State over Texas Tech 91-67 on Wednesday night.
Phil Forte added 14 points for the Cowboys (18-5, 8-3 Big 12), who have won six straight.
Oklahoma State coach Travis Ford said he expects good things from Brown, who had 30 points last season during a win in Lubbock.
"It was good to see him get going," Ford said. "When he's open he has a chance to make them. He got some good open shots off some assists. Early in the game I think most of our shots came off of assists."
Once Oklahoma State got a lead, it just did what good teams do.
"We kept extending the lead because we shared the ball," Ford said.
Brown was 8 for 11 from the field, including 7 of 8 from beyond the arc. He was held scoreless in 7 minutes of playing time after halftime.
Brown's first five shots were from beyond the arc and he hit each one, matching the number of 3s he had in the first half of the Cowboys' win at Kansas this month.
Other than liking the ball the Red Raiders use, Brown said his teammates need to get some credit.
"Just finding me in open spots and running the floor, in transition, guys looking up finding me, and me just shooting it with confidence," he said.
Marcus Smart, who finished with 10 points, said Brown's accuracy helped his teammates, too.
"It just opens the lane for our other guys," Smart said.
Oklahoma State jumped out to a 24-6 lead and never trailed, though Texas Tech pulled to 26-18 midway through the first half thanks to a 10-0 run.
Texas Tech interim coach Chris Walker called Brown's first-half play "the game of his life."
"Our game plan was to kind of slow them up a little bit, start with a little zone and they came out, they were just fearless," Walker said. "We had no sense of urgency and they did a great job of attacking us and they kept us on our heels the whole game."
Dusty Hannahs scored 14 points and Josh Gray added nine for Texas Tech (9-13, 2-9), which has lost five in a row.
Brown's final 3-pointer of the game came right before halftime and gave the Cowboys a 55-34 lead. He also hit both free throws he attempted.
Oklahoma State shot 56 percent from the field (32 of 57) and 60 percent from 3-point range.
Cowboys sophomore Michael Cobbins had his first career double-double with 13 points and 12 rebounds. Forte was flawless from the line, hitting all five free throw attempts.
By the time Brown had five 3s, Texas Tech had only four field goals.
Oklahoma State scored its most points in a Big 12 game this season, while the Red Raiders gave up the most points they have allowed all season.
Even as Brown was hitting from outside, the Cowboys also worked the ball inside, getting 26 points in the paint to Texas Tech's 18.
As they have all season, turnovers cost the Red Raiders, who committed 14.
The young Texas Tech team was just overmatched throughout the game and its shooting woes continued. The Red Raiders shot 20 of 54 from the field.