12/14/2023 0 Comments Miami heat alternate jersey![]() They also give fans more time to invest in a concept. Multi-year programs allow us the opportunity to kind of catch our breath.” It would be impossible to always hit a home run. “It’s just really hard to come up with killer jerseys, and to do a completely fresh, completely novel idea year after year. “We always want a multi-year campaign,” Alvarez said. They started with white, fearing the black jerseys were so cool that everything after would struggle. ![]() ![]() Back in 2017, the team had already mapped out four variations of the Vice jersey to release over multiple seasons: white, black, pink and blue. The Vice Versa uniform wasn’t part of the initial plan, but Vice was never just going to be a single year. But we had a beginning and an end for Vice, and we’re going out with a bang.” “Could we keep going and think of something else? Yeah, probably. “We knew it was going to end from the very start,” McCullough said. Vice will not return next season, though, as the Heat wore the Vice Versa jersey for the final time last night. The success has continued with this season’s “cotton candy uniform,” as described by Miami’s chief marketing officer Michael McCullough, which accounted for a third of league-wide jersey sales revenue in December 2020. In the campaign’s first year, more Vice jerseys were sold than the other 29 teams’ City Editions combined. Miami’s alternates were special, however. According to the league, 50% of global jersey sales, which have doubled since Nike came on as the league’s official outfitter in 2017, are alternate editions (not Association or Icon). Each team had the option of wearing up to six uniform editions this season: Association (the traditional “home” uniforms), Icon (traditional “road” uniforms), City, Classic, Statement and Earned (for 2020 playoff teams). Miami, which designed its Floridians jerseys in-house back in 2005, has been playing the uniform game for a long time. It hit our boldness, our flavor, our vivid colors.” It screamed Miami in ways that other uniforms didn’t quite. “We knew we had just an embarrassment of riches, because at that first design meeting, I’m looking at like 80 killer uniforms, and then one just stood out as instantly wearable,” Alvarez said. By the time Nike reached out, the Heat already knew what their colorway was going to be. The team’s designers had noticed a consistent pink and blue scheme popping up in fan concept art on the internet ( laser fuchsia and blue gale, to be exact ), inspired by the TV show Miami Vice. “We were so solid and so clear on what the opportunity was, we were going to take the lead in designing it.” We’re good,’” Heat vice president of creative and digital marketing Jennifer Alvarez said. ![]() Plenty of teams jumped into collaborating, but when Nike interviewed the Miami Heat, the meeting went a little differently than it did with others. They approached teams with the concept of a City Edition uniform, featuring elements unique to each hometown’s cultures and local identities. For most of NBA history, home teams wore white road teams wore colors and occasionally you’d see a throwback or an alternate jersey. Shortly after signing an apparel deal with the NBA that would begin with the 2017-18 season, Nike sent representatives to meet with all 30 teams to introduce a novel idea. ![]()
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