During the 2005-06 Season, the Miami HEAT and the NBA paid tribute to the past with a series of retro-themed games entitled “NBA Hardwood Classics Nights.” The Miami HEAT recognized the history and legacy of professional basketball in South Florida by taking on the identity of their basketball forefathers, the 1971-72 Miami Floridians of the American Basketball Association (ABA). The ABA, with it’s red, white and blue basketball, was the renegade basketball league that featured the three point shot and introduced the world to such players as Julius “Dr. J” Erving, “Iceman” George Gervin and David “Skywalker” Thompson. The Miami Floridians were know for their flamboyant uniforms, highlighted by the “only in Miami” color combination of Magenta, Orange and Black. In addition, the Floridians pioneered the concept of the female dance teams in professional basketball with the Floridians Ball Girls. The Floridians also embraced the personality of the ABA by staging wild promotions to draw fans and attention.

Southern Brand created the retro-themed campaign consisting of a team intro film, a web component, in-arena signage and game programs featuring Shaquille O’Neal, Dwyane Wade and the rest of the HEAT taking on 70’s era personas. The goal of this initiative was to sell Floridians throwback merchandise while adding to the entertainment offering of the HEAT Experience. Director: Eduardo Abon for Jellyman Film Co.