Throwback (2015/16)

In February 2016, the Miami HEAT played seven games in their original, old school uniforms – and to celebrate, HEAT Creative designed an entire campaign featuring hand drawn animation and custom type, partnering with Mountain Dew to unleash a totally radical, totally illustrated, and totally integrated 90’s themed campaign.

The campaign spanned all the team’s digital channels, a dedicated campaign microsite, experiential elements, a Throwback HQ, a takeover of the annual HEAT Family Festival, and a custom Throwback retail collection produced through in-house brand Court Culture.

Throwback HEAT made over 17.5M impressions on social media, was cited as a Best Practice by both Pepsico and the NBA, and brought a Silver Clio home to Biscayne Blvd.

Photography by David Alvarez.