Goodbye, 786. Hello, 305.
After a brief review, the NBA is shifting gears on Miami Heat area-code fan apparel.
At first, merchandise with the secondary 786 code was being sold. But then people started asking about it.
Now the NBA is scrapping 786 in favor of 305.
A spokeswoman for the league told the Miami Herald on Wednesday morning that the NBA store will “soon be issuing” new 305 apparel after hearing complaints from fans on Tuesday.
So how did the clothing end up with the lesser-known area code?
The licensing company that produced the new apparel went with the area code for each team that is associated with their respective arena, the league said. And the Heat’s Biscayne Bay home, AmericanAirlines Arena, has this phone number: 786-777-1000.
But many South Floridians — including rapper and Miami native Pitbull — have helped identify the area as “the 305” in pop culture. Udonis Haslem, one of the Heat’s longest-tenured players, is affectionately known as Mr. 305.
A customer service representative with the NBA Store confirmed Tuesday afternoon that “Seven Eight Six” was the only area code initially available on Heat merchandise.
Heat spokeswoman Lorrie-Ann Diaz said the team knew the NBA was making area code shirts but “wasn’t aware that they had ultimately selected the 786 area code.”
The Heat’s own Court Culture brand has a “Three Oh Five” hoodie for sale at the team’s store, which Dwyane Wade wore as he traveled to Detroit on Tuesday for Miami’s game Wednesday night against the Pistons.
Adrian Ruhi and Noël Gonzalez contributed to this report