There are few cities in America quite as in love with their primary area code as Miami. It's pretty much in every Miami rap song. Pitbull calls himself "Mr. 305" and has an upcoming Miami-set drama in the works called 305. You see it on tattoos, hats, shirts, and bumper stickers throughout the city. Everyone claims they're "305 'til I die."
In fact, in a peek into the weird world of second-hand phone number sales, the Washington Post found that a 305 number is one of the most in demand in the country aside from the primary area codes for Los Angeles and New York City. That's partially because 305 is just better for business and marketing purposes then the lesser-loved 786 overlay.
The NBA is usually pretty shrewd at business and marketing, and yet somehow they've manage to screw the pooch when it comes to the Heat's merchandise in their new area codes lines.
Instead of prominently featuring 305, they instead went with 786 according to the Miami Herald. Which is insane.
You see, 305 is one of the original area codes. It originally covered all of Florida, but now just includes Miami-Dade and the Keys. Due to demand from cell phones, the 786 number was overlayed in 1998. Yet, no one's ever particularly proud to have a 786 number, and 305 remains the nickname for Miami-Dade. We're pretty proud of it.
However, the Heat's area code range only includes four items. Hoodies for men and women, and adult- and youth-sized tees. The clothes appear to only be available at the moment on the NBA's online store, and not, notably, on the Heat's own online store.
This isn't quite as bad as the time New Era accidentally feature Miami's skyline on the Jacksonville Jaguars' draft hats, yet somehow it feels like an even dumber mistake.
The NBA just announced the special merchandise line this afternoon in a tweet. Surely it hoped to get some people excited about holiday shopping, and yet it accidentally delivered Miami a lump of coal.