After the 2005-06 Championship Season, the Miami HEAT tapped Southern Brand to redesign the player’s areas and locker room as well as create a museum quality tribute to the team’s first NBA Championship. A mix of Pat Riley’s inspirational mantras and floor to ceiling depictions of pivotal moments in the HEAT’s run to its first title now define the team’s inner sanctum. Part museum, part motivational tool, the result has been dubbed “Championship Alley” and has set the standard in the NBA while serving as a showpiece for AmericanAirlines Arena.
“I wanted the players to have a Championship locker facility. All the images and changes they see, they’ll know why they were made and what it looked and felt like to win the title.”
– Pat Riley
Recently Gatorade signed on to be the exclusive corporate sponsor of Championship Alley, creating a new revenue stream for the HEAT.