Miami Herald Macy’s ad declares Heat ‘NBA champions’ (UPDATED)

Here's a better photo than earlier version. (Courtesy: Miami New Times.)

Here's a better photo than earlier version. (Miami New Times.)

(Last update: 4:40 p.m. Added an anecdote Falcons’ fans should remember from the Super Bowl season.)

And now, from the, “Dewey Defeats Truman” file, we give you: “Congratulations Miami!”

In the mother — or maybe that should be “King James” — of all mistakes, the Miami Herald ran a near-full page Macy’s ad in Monday’s newspaper, announcing that Heat “championship” T-shirts and hats were going on sale.

This represents the closest LeBron James and the Heat actually will get to the title this season.

Miami lost Game 6 of the NBA finals and the series to the Dallas Mavericks Sunday night. It’s common for print publications to have two display ads ready to go after championship events. T-shirt manufacturers operate similarly (and then either destroy the shirts for the losing team or send them to charities overseas). What made this mistake unusual was the Heat trailed the series three games to two before

For those who didn't catch the historical reference.

For those who didn't catch the historical reference.

Sunday and weren’t even in a position to clinch. So there was no reason to have the “Heat wins” ad ready.

Falcons fans should be able to relate to this. In January of 1999, the Herald ran a strip headline atop a Super Bowl special section that read: ”Denver Broncos vs. Minnesota Vikings, 6:25 P.M. Tonight.” The Falcons had upset Minnesota in the NFC title game two weeks earlier. The newspaper’s graphics department had already started to design the section and forgot to make the change.

In 2009, the Philadelphia Inquirer ran a Macy’s ad selling Phillies championship T-shirts. But the World Series was still going on — and of course, the Yankees went on to win the title.

The shirts pictured in the Monday’s ad show the Heat logo with the championship trophy. One says, “Champions,” and another reads, “Raise Another Banner.” The Herald posted a correction online Monday.

It’s not like most folks in South Florida haven’t been presumptuous about titles. When James and Chris Bosh signed as free agents and joined Dwyane Wade in Miami, the news was celebrated at a press conference, which was complete with lights, music and pyrotechnics. James, the guy with the, “Chosen 1″ tattoo across his back, himself promised eight championships.

Still waiting for the first.

By Jeff Schultz

Follow me on Twitter @JeffSchultzAJC; friend me at Facebook.com/JeffSchultzAJC

187 comments Add your comment

Anteater

June 13th, 2011
10:08 am

Guess Wade & “Levon” should have thought twice about their little diddy dis towards Dirk – who’s coughing now ????

Joey

June 13th, 2011
10:08 am

Turns out the King is a bit of a choker when under pressure.

Lowcountry Bulldawg

June 13th, 2011
10:09 am

Well it started with the decision, then the introductory press conference and it ends in the flub of all flubs. How fitting for “The Big Choker” Lebron James. I wouldnt have it any other way. Go Mavs and congrats to J-Kidd

Mia

June 13th, 2011
10:10 am

Do they not employ an copy editor at the Miami Herald? I love this. That’s gonna sting in the morning.

Biff Pocaroba

June 13th, 2011
10:10 am

That ad was meant for the Fringe alternate world.

Dr. Phil

June 13th, 2011
10:13 am

“Dream Teams” frequently choke.

Matt from MN

June 13th, 2011
10:13 am

Hahahahahaha…the schadenfreude continues for LeBrat and his crew.

Trojan

June 13th, 2011
10:15 am

Where is Lebron and his talentS today? He is now the Choker King!

JackDennis

June 13th, 2011
10:16 am

SkaRoo the Heat, LBJ, and Jim Gray.

Bryan G.

June 13th, 2011
10:17 am

I’m not sure what people want. Lebron has already won TWICE as many NBA titles in Miami as he did in Cleveland… (do the math)

ted williams head

June 13th, 2011
10:17 am

this is just a damn hoot what morons

Sam

June 13th, 2011
10:20 am

Lebron James, the highest paid “deer in headlights” in the NBA.

Terrell

June 13th, 2011
10:23 am

Bryan G.

Lol! That’s funny!

Dr. Phil II

June 13th, 2011
10:27 am

“Well Lebron, how’s that working for ya?”

juvenal

June 13th, 2011
10:28 am

usually only see these shirts worn in 3rd. world countries(where they think the bills must be great)…

extremus

June 13th, 2011
10:29 am

In related news, Dewey Defeats Truman. This is the only NBA-related post I’ve bothered to make this year (and the only one I feel inclined to make for the foreseeable future), but it warms my heart somewhat to see LeBron James and co. realize that all of that self-promoting hubris doesn’t earn you a championship, nor does forming a “team of 3″ with other self-promoting divas. If the Heat had won that series, you can bet that it would have been much less about them than about LeBron James.

Glad to see it once again affirmed that money, greed, and arrogant, childish pride don’t win championships; TEAMS win championships.

Dirty Dawg

June 13th, 2011
10:30 am

When you think about it, this is about the only way this NBA season should have played out. This whole sorry episode of Miami trying to corner the market on top players in an effort to ‘buy’ a championship was an embarrassment from the start. Not that any team with money shouldn’t try to use it, but the way it came down from the beginning was just wrong.

Well, they got their noses rubbed in it and maybe, just maybe, they’ll have learned a bit of something called humility (lol). That may be wishful thinking but then spending about 30 seconds ‘thinking’ about NBA basketball is pretty much all I’m willing to devote to it.

Wilt Chamberlain

June 13th, 2011
10:30 am

The team built to win a championship? Built from a house of cards.

Hayseed Dixie

June 13th, 2011
10:33 am

The whole “coughing” thing on camera?

That’s not how grown men conduct themselves.

Seems like LeBron’s move to Miami was more about re-living high school.

kennethc

June 13th, 2011
10:33 am

Hey both teams were worthy of being in the championship, Lets let all the crazy talk end, Dallas is a worthy champion, Miami is a young team who will be back, lets not kick them now, they did earn their way to the campionship. Congrats to Dallas they earned it , the best team won!

Wilt Chamberlain

June 13th, 2011
10:35 am

If Miami wants to win maybe they should trade Lebron James for Dirk Nowitzki,

Bill in VA

June 13th, 2011
10:37 am

Hey LeBrat,

I like your new name!! I think that is the name of a big fat German sausage which stands around waiting to be devoured, somewhat similar to your playing style.

PS: My mortgage is paid off, my ‘10 Lexus, too & I woke up feeling good today! I’m happy, how’bout you, when you contemplate being the most universally DISLIKED ATHLETE IN THE USA!!!!!!!!!!!!!!!

Chris

June 13th, 2011
10:38 am

You will never have to worry about that happening in the AJC, the Hawks will never get near the title.

Old Jeezy

June 13th, 2011
10:41 am

No biggie. Everybody gonna forget this during the lockout.

Chanticleer

June 13th, 2011
10:41 am

There is a reason LeBron never went to college. He didn’t like showing up for finals.

Hope that is as funny as the other 37 times you’ve heard it today :)

BB

June 13th, 2011
10:46 am

This doesn’t even make sense? Why would you run this ad in today’s paper? If the Heat had won, they would have needed to win tomorrow too…Copy editors-fail.

BigGAdawg

June 13th, 2011
10:46 am

@Hayseed Dixie

June 13th, 2011
10:33 am
“The whole “coughing” thing on camera?

That’s not how grown men conduct themselves.

Seems like LeBron’s move to Miami was more about re-living high school.”

Physically Leave’m LeBron is a grown man but emotionally and in regard to judgment he seems to be stuck at about 14. If he wants to appear/be more mature he should divest himself of all of his “management and business advisors” forever. They aren’t really his friends considering the advice they have given.

Hillbilly D

June 13th, 2011
10:48 am

It’s a team game and Dallas understood that.

schmeckdawg

June 13th, 2011
10:48 am

Chanticleer

June 13th, 2011
10:41 am
There is a reason LeBron never went to college. He didn’t like showing up for finals.

Hope that is as funny as the other 37 times you’ve heard it today

First time that I’ve heard it and it is quite funny! Nice job!!

Duh

June 13th, 2011
10:48 am

LeBron and company deserve the loss. They expected to win but didn’t perform to win. They were too busy stroking their ego and mocking Dirk. Too bad they never covered Dirk! Guess they didn’t want to catch his fever or cough. I’m sick of the “chosen” players in the NBA feeling that they deserve to win because of who they are. Party in Cleveland this week. No short cuts LeBron…NONE

Lowcountry Bulldawg

June 13th, 2011
10:51 am

That was a good catch on the point of why this was even run considering if they won game 6 it would have pushed it to 7 games. I didnt notice that. Good call….

English Teacher

June 13th, 2011
10:53 am

That’s probably the last time the Miami Herald hires a guy from Cleveland to work in composing.

Punk'd

June 13th, 2011
10:53 am

Hey LeBeotch, I woke up this morning and guess what? I had the same number of NBA rings as you!

realitycheck

June 13th, 2011
10:55 am

Good for Dallas……. Great for Cleveland!

Panama

June 13th, 2011
10:57 am

@Biff Pocaroba

Winner! LOL. Best answer yet.

Too tough

June 13th, 2011
10:57 am

Ha Ha ha ha ha ha lol…LOL> hee hee..! LOL LMOA, ” a funny thing happend on the way the NBA title” LOL>.. LOVE IT>>>HA..and yes, I got up and went to work, as most of us real folks do, and have to worry to pay my bills ( what an arrogant condescending remark from King Choke!” but, I sure think he and MIAMI got what they desrved!

Chris Goltermann

June 13th, 2011
11:00 am

@English Teacher.. FOR THE WIN!

Too tough

June 13th, 2011
11:00 am

one more thing…I think ESPN really missed a golden opportunity, to invite Le. James to wait until Thursday at 9PM to announce he choked and LOST the first of his NBA title run…..ha ha ha ha …..
Too bad ESPN ya, couldve have the entire nation waiting for the announcement..ya snooze ya loose!

Z-Dawg

June 13th, 2011
11:03 am

Don’t ask Lebron to break a dollar. He never has a 4th quarter..

Coach Grohbo

June 13th, 2011
11:06 am

Miami,

Just when we thought only T H U G A was capable of such premature stupidity…

http://blogs.ajc.com/uga-sports-blog/2011/01/04/georgia-will-revise-7-6-record-on-senior-plaques/

Too tough

June 13th, 2011
11:07 am

LeChoke James…..Chris Bushleague…..Dewayne Wadd………ha ha ha yea Clevland…I bet all the luster in Miami has tarnished, I see disdain on the horizon! I tell ya… You just watch and see! LOL!!!!!!
Oh..my…my goodness

Randy

June 13th, 2011
11:11 am

In the sports world this is poetic justice at it’s best. Maybe Lebron has learned you cannot prearrange a championship. You must play for it, as a team all the way to the finish! Congrats to the Mavericks!

Worm

June 13th, 2011
11:12 am

Jeff, I still have the early edition of the AJC titled-Inside the hiring of Dick Sheridan at UGA.

Too tough

June 13th, 2011
11:13 am

LeBonky Kong! Ceral..the breakfast of CHOKIANS!

Coach Grohbo

June 13th, 2011
11:18 am

The Miami Heat is the first Dream Team this year to turn into The Nightmare Team.

The second one arrives this fall.

Trojan

June 13th, 2011
11:19 am

I have never seen a player in the NBA with the look that Lebron had during the 4th quarter. Fear or “deer in the headlights”. I bet ESPN closes down for a few days of morning.

Who Cares?

June 13th, 2011
11:20 am

An NBA RECORD!!

The Hawks have never partaking in an ECF or NBA Finals ever!!!!!!!!!!!!!!!!!!!
43 years and counting!!!!

The question is Jeff, Will it be another 44 years???????????????

Should ALLStar Al be traded to help this franchise advance??

Hey Lebron, work on your mid-range jumpshoot, 14-21 feet! Start shooting 500-1000 per day over the summer.. You passed that shot up many times..That will help you win the darn thing….

Randy

June 13th, 2011
11:20 am

We three kings of Miami are…..eating crow with our heads hanging low

Who Cares?

June 13th, 2011
11:22 am

Hawks are pathetic!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Who Cares?

June 13th, 2011
11:24 am

from an unknown author:

“Who Gives A Sh_t!”