Integrated Campaign
Miami Heat.
The VICE Campaign: A Cultural Phenomenon.
We didn't just create a jersey; we created a cultural moment that bridged Miami's 1980s Art Deco heritage with its high-energy future.
Capturing the Soul of Miami
When Nike introduced the "City Edition" uniform, the stakes were high: create a design that embodies the spirit of the franchise. Our challenge was to bridge the gap between Miami's 1980s Art Deco heritage and its modern, high-energy future.
We needed a brand identity that wasn't just a jersey, but a cultural moment that resonated globally, building a brand system that could scale across merchandise, digital media, and physical space.
Visual Identity
Global Resonance
The Immersion
A 360° Fan Ecosystem
We synchronized the visual identity across 2,000+ digital touchpoints within the Kaseya Center. By extending this aesthetic to Web, TV, and partnerships, we created a fully immersive "VICE" ecosystem, from the arena scoreboard to global broadcast campaigns. We created a seamless experience everywhere the fans engaged with the team.
The Orchestration
Cross-Functional Precision
This was a feat of cross-functional precision. We aligned Creative, Operations, and IT to deliver precision inside and outside the arena. By managing complex data streams and rigorous testing, we ensured brand integrity across global events, broadcast, arena presentation, and digital platforms.
In 2017-18 Miami sold more jerseys than the other 29 NBA teams combined.
245,000
Jerseys Sold
$25M
Revenue
650,000
VICE Items Sold