The task was to launch the Miami city edition NBA jerseys authentically in Miami - for me, it was a non-negotiable that the launch was anchored in serving a part of the community who needed better access to sport. I created a partnership with the Miami Heat, and the following four months were focused on scouting locations, producing, planning and creating the hope of a Miami Heat Vice Basketball court.
On 11.30.19, we launched the Miami Heat NBA City Edition Jerseys. We revamped the double basketball court inspired by "Cafecito" or Cuban espresso. Five-time NBA All-Star Chris Bosh, Parks and Recreation of the city of Hialeah, and CMO of Miami Heat were all in attendance.
MIAMI HEAT x NIKE
The event included the launch of a new permanent basketball court inspired by the city edition jerseys, followed by opening day speeches by NBA All-star Chris Bosh, the Administrative Director of Parks & Recreation of Hialeah Edward R. Acosta, the CMO of the Heat Michael McCullough, and me, Lia Porcelli, as the Nike representative and local creative director.
Following with a Junior Heat kids basketball clinic, music, food and giveaways. The event was inclusive in a uniquely Miami way - focused on the big court as well as the small cafecito - while celebrating the city and team that we love.
We wanted the launch to reflect the culture of Miami, as well as the power of sport - this came to life through basketball and Cafecito hour.
“Cafecito” is an authentic must-have ritual for any Miami local.
“In Miami, Drinking your morning Cafecito is a daily habit, likewise we strive to inspire our community to make sport a daily habit.”
Miami Heat Vice campaign & social content was shot and created on the double basketball court located in Hialeah.
