Miami Heat Bring Back OG Vice Uniform
The Miami Heat is bringing the nostalgia and excitement of its beloved Vice campaign back to the court. Announced Thursday morning, the Heat revealed that the white Vice uniform, which first debuted during the 2017-18 season, will make its triumphant return for the remainder of the 2024-25 season. This fan-favorite look will replace the Heat’s traditional white Association uniform, starting Friday when Miami opens a three-game homestand against the Denver Nuggets.
“We have been working with the NBA and with Nike for a number of years to try to make this happen,” said Michael McCullough, Heat executive vice president and chief marketing officer. “We are the only team that is going to be bringing another uniform for the rest of this season. This is not a full league initiative. This is the Miami Heat standing alone and bringing back this fan-favorite uniform for the remainder of the 2024-25 season.”
This decision marks a significant moment for both the franchise and its fans. The Heat’s Vice campaign has been one of the most popular and successful uniform initiatives in NBA history. The campaign began with the introduction of the white Vice uniform in the 2017-18 season and continued with a series of striking designs, including the black “Vice Nights” uniform, the bold laser fuchsia “Sunset Vice,” the vibrant blue gale “ViceWave,” and the gradient “ViceVersa” uniform that capped off the campaign in the 2020-21 season.
The numbers behind the Vice campaign illustrate its immense popularity. Since its debut, the Heat has sold over 230,000 Vice jerseys, accounting for more than half of the 440,000 jerseys sold by the team during this period. This success has generated an astounding $25 million in revenue from Vice jerseys alone. When factoring in additional Vice merchandise such as shorts, shirts, hats, and other items, the campaign has brought in more than $40 million in total revenue since 2018, representing about 40% of the Heat’s retail revenue during that time.
While the Heat has traditionally been defined by its red, black, and white colors and its gritty, hard-nosed persona, the Vice uniforms allow the team to showcase a fresh and vibrant side. “We started off as red, black and white, and we’re the toughest, meanest, nastiest, etc. We are still all of those things when we wear the Vice uniform,” McCullough explained. “However, our presentation gets to change, our look gets to change, the whole vibe around the team and the franchise gets to change.”
The Heat is scheduled to wear the white Vice uniform 20 times during the remainder of the regular season. That number could increase if Miami secures a spot in the playoffs, giving fans even more opportunities to see their team sport this iconic design on the court.
As the Heat prepares to embrace its past while continuing to push forward, the return of the white Vice uniform promises to bring an extra dose of excitement and style to the 2024-25 season. For fans and players alike, this nostalgic yet modern move ensures that Vice is here to stay—at least for now.
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