Miami Heat unveil their new City Jersey.

The NBA's Miami Heat have recently showcased and produced their new alternative jerseys. Named the "Vice" City edition jerseys, the uniforms are meant to be a celebration of the city of Miami playing off of the successful late 20th century TV show, Miami Vice. Executive Vice President and Chief Marketing Officer for the Heat, Michael McCullough, said that the uniforms are an "ode to the City of Miami, its distinctive history, [and] its iconic place in the annuals of pop culture."

 By using the same copy for the "Miami" as the original text used in the classic 1988 lettering only reinforces the team's idea of showcasing the history of Miami. Instead of ignoring a drug filled decade within the 1980s of Miami, the team has decided to focus on the positive aspects that arose from that time period such as the distinct Miami fashion that grew to define the city of Miami. Since the team unveiled the new uniforms, it has gotten massive amounts of praise from the online community. After recently acquiring back Miami Heat legend, Dwayne Wade, the sales for his "Vice" City jersey increased the Miami Heat's store sales by eight thousand percent.

One can see how using Pop culture references within marketing can be extremely effective. Being able to recognize the appeal of the Miami Vice color scheme and the unique visuals, along with the history of the city was a great way to create an attachment between the customer, the team, and the city. The Miami Heat have done a great job in capturing a distinct aspect of Miami and picked colors that will attract customers from the Miami area as well as customers from around the world.