Heat, Publix and Gatorade Team For Comic Book Promo

Posted on by Chief Marketer Staff
The Reverse Heat hits
the shelves at 203
South Florida Publix

Ultimate Sports Entertainment, Inc. has teamed with the NBA’s Miami Heat for a three-part series of collectible comic books that will be available exclusively at Publix Supermarkets in South Florida. Gatorade sponsors the promotion.

The premiere issue hit the 203 supermarkets on Monday. The second and third issues will be available in April and May, and all issues will be available in English and Spanish.

The action-adventure comic book’s first issue is entitled The Reverse Heat, and features Miami Heat All-Stars Shaquille O’Neal and Dwyane Wade and teammates in super hero roles. The good-guys battle the evil twins of Heat players.

The promotion is similar to a national rollout by rival sports beverage POWERade last September. Comic books starring NBA Rookie of the Year LeBron James were created by DC Comics and supported the rollout of a new POWERade flavor created by James, FLAVA23.

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