Rockstar put a sign on the arena last week. Now it's putting the team in costume.
## The game "A Night in Vice City," per VGC: on Wednesday, Nov. 18, the night before Grand Theft Auto VI launches, the Miami Heat host the Milwaukee Bucks as "Vice City." They'll play on a specially built Vice City court in a reimagined uniform, with activations across Kaseya Center and a merchandise line. The uniform itself is on NBA.com. That's an NBA franchise lending its name, its floor and its jersey to a video game for a regular-season night.
## The merch The Vice City collection went live on the Miami Heat Store on Friday, Oct. 2, and Vice priced all 14 pieces: Court Culture oversized tees ("Vice City Grill," "Vice City Souvenir," "Vice City") at $55, the "Welcome to Vice City" tee at $45, an "I ♥ Vice City" crop at $45, a $100 Vice City hoodie, Court Culture x Duvin pieces including the $110 "Welcome to Vice City" crewneck and $55 "Postcard," "Pool Service" and "Shades" tees, and four Court Culture x New Era hats at $48 to $50, including a "Goodtime State" snapback. It's Vice City branding, not Heat team gear. Vice reported many shirt sizes were already sold out within hours, no Heat account required.

## Why Miami Court Culture is the Heat's in-house fashion label, Duvin is a Miami swim-and-lifestyle brand, and New Era is New Era. Rockstar didn't license its logo to a sportswear giant; it plugged into the one NBA team whose merch operation already sells Miami as a lifestyle. Leonida is a fictional Florida and Vice City is a fictional Miami, so the real Miami gets to play itself.
## The read The $400 collector's box was Rockstar selling to the people who'd pay anything. A $45 tee from the Heat Store is Rockstar selling to the people who'd wear it to the game. The second group is bigger, and it's Black and Latino Miami, which is the audience the game is drawn from. The night before launch, that crowd will be on national TV in the uniform. That's the ad.
## Sources - VGC, Oct. 2, 2026: Miami Heat NBA team to rebrand as 'Vice City' in GTA 6 marketing stunt - Vice, Oct. 2, 2026: GTA 6 Vice City merch collection revealed, all prices and how to buy - Miami Heat Store: Vice City collection
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