Heat Continue To Use Dwyane Wade's Tagline In Branding Despite Contract Tensions

Amid heightened tensions regarding G Dwyane Wade's "impending opt-out deadline," the Heat continue to promote slogans "#HEATLifer" and "Miami HEAT Family" in their marketing, according to Ira Winderman of the South Florida SUN-SENTINEL. When Wade last year agreed to a $10M salary reduction, he took to Twitter and posted, "Home Is Where The Heart Is... My Home,My City,My House..#HeatLifer." The Heat "continued with the theme throughout the offseason and into this season, which ended with the team failing to make the playoffs." The team also recently contacted season-ticket holders via e-mail "about memberships for the Hyde Lounge at AmericanAirlines Arena," and used "#HEATLifer" in it. Of the campaign for the Hyde Lounge, the Heat on Wednesday said that "#HEATLifer" would "continue to be used by the organization as a 'brand-positioning statement.'" But the team added that the phrase "would not be used as an ongoing marketing component" (South Florida SUN-SENTINEL, 6/4).