White Hot Spotlight: Heat Share Playoff Theme With Callaway

The Heat “stumbled on a trademark issue” by selecting “White Hot” as their playoff theme, as Callaway’s Odyssey brand “holds the trademark on ‘White Hot’ for its golf equipment,” according to Sarah Talalay of the South Florida SUN-SENTINEL. However, that only prevents the Heat from using the slogan on golf merchandise. The club has agreed to install Odyssey signage in AmericanAirlines Arena and “give away 100 of the new [Odyssey] putters during playoff games.” Odyssey Dir of Brand Management Rob Arluna said, “I don’t think the consumer will be confused about what exactly ‘white hot’ is” (South Florida SUN-SENTINEL, 4/20).

THE WHITE HOUSE: In a separate piece, Talalay reports the Heat will hand out “White Hot Heat” T-shirts during the first home game of each round of the playoffs. Also, Miami Hoops Gear stores and heat.com will feature a line of “White Hot” apparel. AmericanAirlines Arena “will be bathed in white décor” and white pom-poms and noisemakers will be handed out to fans at games. The team will unveil a giant “White Hot” banner outside the arena tonight, and whitehotheat.com “offers fans playoff details and tips on white-hot fashion.” The Heat used “The Red Zone” as its playoff theme last year and “Back in Black” during the ’04 postseason. Heat Exec VP & CMO Michael McCullough said of the color themes, “Everybody feels like they’re a part of it. They know, ‘I’m supposed to wear white to games, to arrive early and stay late.’ It makes them an active participant. It gives us an incredible home-court advantage” (South Florida SUN-SENTINEL, 4/20).