#2020 EASTERN CONFERENCE FINALS SERIES#
The Boston Celtics trailed this series 3-0 and got absolutely clobbered in Game 3, what looked like a must-win situation. In improbable fashion, the Eastern Conference Finals have come down to Game 7 on Monday ( 8:30 p.m. It’s going to be the norm for as long I’m part of the team.”Īnd if Miami’s unlikely run this season culminates in a fourth championship parade down Biscayne Boulevard, it’s a safe bet the crowd will be wearing white.What can we expect from Game 7 after such an incredible finish in Game 6? “When the playoffs come around every year, you should expect to come to an arena of people dressed in white head-to-toe, supporting the team with what is now a Miami Heat staple. AFP PHOTO / Brendan SMIALOWSKI (Photo credit should read BRENDAN SMIALOWSKI/AFP via Getty Images) AFP via Getty Imagesīeyond the front office’s superstitions, McCullough insists that “White Hot” will continue to be part of the team’s identity. Miami defeated San Antonio 103-100 in overtime to even the best-of-seven championship series 3-3. Spurs to tie the game with five seconds remaining in regrlar time during Game 6 of the NBA Finals at the American Airlines Arena Jin Miami, Florida. Ray Allen (R) of the Miami Heat shoots a three-pointer before Tony Parker (2nd-R) of the San Antonio. The point is to have something that the fans feel like they own and that they bring to life. They went shopping, they did their own thing. “What captures the perfect essence of a marketing campaign is the fans taking complete ownership it, and that’s what they’ve done with ‘White Hot.’ I’ve watched fans as they’re crossing the street to the arena and about 97 percent of them are already wearing white. But you look at that shot and you look at the crowd and there’s literally one fan wearing the giveaway shirt from that night. “Heat fans take a lot of shit, right? We get there late. McCullough says the defining moment of the campaign was during the 2013 NBA Finals, a moment that is woven into the lore of not just team marketing but the history of the sport itself: Ray Allen’s game-tying 3-pointer in Game 6. “We’re well aware of the fans who are talking about the t-shirts,” admits McCullough, dismissing the notion that Managing Partner Micky Arison is, as some fans allude, too concerned with pinching pennies (a point often voiced when the team failed to land a coveted star at the NBA Trade Deadline, a move that, in retrospect, seems unnecessary given the team’s current playoff run). When fans go to Kaseya Center for Game 3 to watch the Heat take on the Denver Nuggets, each seat will be adorned with a “rally towel,” a decision that has been met with some criticism. So much the norm, in fact, that the team has chosen not to give out t-shirts to fans in attendance during this particular playoff run. The expectation of an annual playoff berth - and wearing white when you attend Heat home games - has become the norm for fans of one of the league’s most successful franchises in recent history. It’s not even a thing we get asked about anymore.” “Apparel manufacturers throughout the NBA know when the playoffs come, they’ll have a complete line of white-only merchandise for us. That consistency applies to the team’s sales, as well, with a revamped line of apparel and merchandise rolling out each season, adding to Miami’s top-selling “Vice” or “Mashup” campaigns. Everybody knows and everybody expects it, and it has now become a playoff tradition that's recognized not only in our sport, but in others.” When was asked what he was most looking forward to in the playoffs, the first words out of his mouth were, ‘This place is going to be White Hot.’ The players recognize it. “When Kevin Love joined the team, we started doing some promos for the playoffs. Even opposing players are familiar with it, as McCullough explains. It has become as much a part of franchise’s history as Pat Riley, or the catch-all “Heat Culture” phrase that has become synonymous with the team’s gritty, tenacious identity. Miami’s players are no longer surprised by the unicolored mass of fans, as they were in 2004. DeFelice/Getty Images) Getty Imagesīut when Butler and the Heat play their first Finals home game since 2014 on June 7, “White Hot” will be back.
#2020 EASTERN CONFERENCE FINALS LICENSE#
NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. warms up prior to the start of the game against the Los Angeles Lakers in Game Six of the 2020 NBA Finals at AdventHealth Arena at the ESPN Wide World Of Sports Complex on Octoin Lake Buena Vista, Florida. LAKE BUENA VISTA, FLORIDA - OCTOBER 11: Jimmy Butler #22 of the Miami Heat wears a VOTE shirt and.
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