LeBron James hate is well-documented. So is the target on the backs of the Miami Heat – after all, Sports Illustrated included the team among its 25 Most Hated Teams of all time back in July, before James, Dwyane Wade and Chris Bosh had even played a game together.
So it isn’t strange that a “Let’s Beat The Heat” campaign has emerged online (letsbeattheheat.com) complete with theme song, promotional products, and ring tone. This campaign, however, takes a playful approach to the Heat being the New York Yankees or Dallas Cowboys of the NBA.
Warren Avery and his brother Acarren, who run Avery Marketing, are behind “Let’s Beat The Heat.” Acarren Avery, you see, is a huge Chicago Bulls fan, who took it somewhat personally that both James and Wade seemed to toy with Bulls fans' hearts and spurned his hometown team for the Heat, his brother Warren says. Yes, the brothers believe there was inappropriate conspiring that went on to bring the Big Three to Miami and they hope to rally other like-minded NBA fans across the country.
“My brother turned to me and said, ‘we might have a market here, we’re not the only ones upset,’” Warren Avery said.
Avery's a creative entrepreneurial sort, whose UniFirst company, produced and sells a Barack Obama board game called "Obama-Mania, The Race to the White House Game" online at obamamaniagame.com.
Products for sale at Let's Beat The Heat include Let’s Beat the Heat pennants, “Defeat Da Heat” bumper stickers and wristbands, and T-shirts and caps. The campaign pokes fun at the Heat’s fire ball logo with its own version that shows water dousing out the flame.
The “Let’s Beat The Heat” theme song, sung by South Florida native Rob Bond to the tune of Michael Jackson’s “Beat It,” and includes lines such as: “Sure you got LeBron, You got Bosh and D Wade, but now you got to lie in the bed that you made.” The video features a series of toys representing the Heat, the Big Three, and opposing teams.
“It’s all about fun,” said Warren Avery, who penned the song. “We were trying to keep it sane … don’t kill or smother anyone.”
He said stores in Cleveland are selling some of the campaign’s T-shirts. He said he hopes the campaign picks up steam.
“They think they’re building a dynasty there,” he said, “We’ll see. Hopefully not.”