We didn't create a jersey. We created a cultural moment that bridged Miami's 1980s Art Deco heritage with its high-energy future.
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 Miami's 1980s Art Deco heritage with its modern, high-energy future. We needed a brand identity that wasn't just a jersey, but a cultural moment that resonated globally, with a system that could scale across merchandise, digital media, and physical space.
If VICE only lived on the court, it would have died with the season. The opportunity was to extend it into every place a fan touched the brand: the scoreboard, the broadcast, the arena exterior, the LinkedIn graphic, the kid's t-shirt.
So we designed VICE as a system, not a uniform.
We synchronized the visual identity across 2,000+ digital touchpoints inside the Kaseya Center, then extended that aesthetic to web, broadcast TV, retail, and global partnerships. The result was a fully immersive VICE ecosystem: from the arena scoreboard to global broadcast campaigns, a seamless experience everywhere fans engaged with the team.
This was a feat of operational choreography. We aligned Creative, Operations, and IT to deliver precision inside and outside the arena. By managing complex data streams and rigorous testing, we kept brand integrity across global events, broadcast, arena presentation, and digital platforms. Every surface, every game, every season.
In 2017–18, Miami sold more jerseys than the other 29 NBA teams combined.VICE Campaign · Miami Heat
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