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For those who didn't catch the historical reference.

For those who didn't catch the historical reference.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

Ted M

June 13th, 2011
11:25 am

LeBron’s post game comments were a bigger mistake than that ad.

Who Cares?

June 13th, 2011
11:26 am

Hey Jeff from your perspective what will it take for the Mighty Hawks to win a championship?

Dawgman

June 13th, 2011
11:26 am

The Heat need to get over themselves. Lebron James is the best thing to ever walk the planet if you ask him. Lost some respect for D-Wade too with his theatrics during the Finals. Lebron is going to look really good all tatted up when he is 50. Going to look really cool with gray hair and nonsense all over his arms. Go Mavs.

Bama in Atlanta

June 13th, 2011
11:27 am

Oh! somewhere in Ohio the sun is shining bright;
The band is playing somewhere, and somewhere hearts are light.
And somewhere men are laughing, and dancing in the street;
There is great joy in Cleveland — mighty LeBron has been beat!

MWC

June 13th, 2011
11:29 am

As much as the Mavs deserved to win the championship, the Heat deserve the embarassment.
Dallas is a class organization.

Who Cares?

June 13th, 2011
11:31 am

Lebron> tito jr,j never smoove and duck combined……….

Who Cares?

June 13th, 2011
11:32 am

From an unknown author:

“Who Gives A Flying Sh_t!”

The Hawks are pathetic…

* Link
* Report this comment

Ole Bron Bron

June 13th, 2011
11:33 am

Aka. The Cleveland Steamer

SeenThisB4

June 13th, 2011
11:34 am

I guess the pressure cooker really starts to get heated for Jerry Jones and Tony Romo!

the truth...

June 13th, 2011
11:35 am

Chosen 1 ….

Who Cares?

June 13th, 2011
11:36 am

Hey Jeff, do you have anymore excuses like Captain Cool-aid bubba Ken as to why the Hawks have never won anything in 43 lousy years?

Brendan

June 13th, 2011
11:38 am

I can’t believe “choking” Dallas Mavericks are NBA Champs!! I’ve seen it all now. The Saints won a Super Bowl. The Bucs won a Super Bowl. Just waiting for the Pittsburgh Pirates to stun the baseball world, now.

Slimjr

June 13th, 2011
11:38 am

Allstar-Tito jr for the #2 pick The Fabulous DERRICK WILLIAMS..

make it so. Aye Captain!!

freshd

June 13th, 2011
11:38 am

The Paper King
The Chosen One should change his name to the One Who Chokes.

Slimjr

June 13th, 2011
11:39 am

Miami will be back for sure!

The Hawks, NEVER FOR SURE!!!!!!!!

the truth...

June 13th, 2011
11:40 am

Chosen 1 ???

How absolutely wonderful to see these three arrogant smucks fall on their faces!!

He is chosen alright….did you read his comments once more “dissing” us poor smucks that hae to go back to our problems and mundane existences while he won’t miss a beat….

Yep arrogant is the description….and I hope he falls on his face every year from here on out…he definitely does not deserve a title…he is no champion….

Lebron is a loser…..and his “boys” too….

Want to know why no one really cares about the NBA? Because it is full of jerks like him….and thugs and outlaws….

Slimjr

June 13th, 2011
11:40 am

Hawks 39-43 win……….Yawn………..

Slimjr

June 13th, 2011
11:42 am

If Lebron is a Loser, What would Allstar- Tito jr be considered?? A winner?? Joke……

Slimjr

June 13th, 2011
11:44 am

“Because it is full of jerks like him….and thugs and outlaws….”

Sounds like a description of the National Hockey League…

Reyno

June 13th, 2011
11:46 am

I am just glad that the much to long NBA season is over! GO BAAVES! I wonder how long it will be before LeBron takes his ” talents ” somewhere else?

LeBrick

June 13th, 2011
11:50 am

Miami is not a young team…those guys are approaching 30 fast, and some of their guys are gonna have to retire soon…I hate them and they need some talent other than Eddie House, Joel Anthony, Mike Miller, Z, and Eric Dampier to surround the minute 3.

Your Friend Mark

June 13th, 2011
11:52 am

Squawk all you want, Hawks fans.

You never have been in the arena, and never will be.

Who Cares?

June 13th, 2011
11:52 am

Hey Jeff are the Mighty Hawks even relevant in Atlanta theses days??

THE KING

June 13th, 2011
11:52 am

I guess LABRON is the not the KING anymore!!!! DIRK THE KING!!!! So much for the TEAM in Miami, MONEY WELL SPENT!!! NOT!!!!

Your Friend Mark

June 13th, 2011
11:54 am

Hawks fans,

Winnipeg needs a basketball team.

Who Cares?

June 13th, 2011
11:54 am

Hey Hawks fans make some noise!!!!!

Oh thats right, The Hawks have never been to the dance!!!!!!!!!!!!!!!!! Pathetic!!!!!!!!!!!!!

GoMavs1

June 13th, 2011
11:55 am

Hey Lebron and Dwayne, after your coughing skit can you say K-A-R-M-A! Soooooo many people getting soooooo much satisfaction today! Great job Mavs!

Gloria James

June 13th, 2011
11:57 am

Lebron’s performance is really no suprise to me … as an infant, he had a helluva time getting down that breast milk. Choking & coughing everywhere; that boy made a mess of my blouses.

BUT, Ya gonna get off my Baby Boy with all those CHEAP shots. Ya gonna make me break out a can of “WHIP A VALET AZZ”!

Who Cares?

June 13th, 2011
11:58 am

Wikipedia: The Atlanta Hawks:

A so called professional basketball team that has been established in the City of Atlanta since 1968!
This Franchise has never been to an Eastern Conference Final or an NBA Finals since its existence in Atlanta..

I Know Hoops

June 13th, 2011
12:00 pm

Those who know anything about Basketball just witnessed a talented team get outplayed and outcoached. Basketball is a game of chemistry and collective talents. Miami looked like a bunch of elementary grade school hoopsters trying to figure it all out. Where on the other end Carlisle knew precisely what to and who to do it with. Dirk is the stud on this team-however his complimentary players knew their roles and had no problems playing them.

MIAMI another story! Who is the leader of this team? Wade, James, Bosh? Wade is too humble–preferring to let his game speak for itself. James is too on again off again and too immature. Bosh is too quiet-I doubt if he could offend anyone if he had to. Spolestra needs to go! Flat out can’t coach which is really evident in playing Eddie House in desperation and not playing Bibby at all who was a constant starter. How come James Jones didn’t play if you needed another scorer?

Face it Pat Riley either you get another Coach or your investment was a waste. Bring Jeff Van Gundy a Riley guy to South Beach-atleast he has an idea of what he’s doing through his many years with the Knicks. Spolestra was the Video Coordinator with the Heat and no he’s the Coach. That’s worst that GT hiring Paul Hewitt because he had a good year at Siena.

Wonder how many NIKE commercials NIKE will run with LeBron this Summer. Hey T-Mobile get rid of Wade and do the DIRK thing! So long THREE AMIGOS..Dalls exposed the world that the THREE of YOU do not like to play DEFENSE!!!

GoMavs1

June 13th, 2011
12:02 pm

@ Who Cares. You should move to Miami. You would fit in nicely there.

Who Cares?

June 13th, 2011
12:04 pm

Like Dirk plays Defense!!!! Give me a break!! Dallas has better shooters, a deeper bench, and a big in Chandler who challenged everything in the paint…FYI Chandler was huge without him Dirk goes home again empty handed…

Can Allstar Al do that???? sound of crickets………………..

Who Cares?

June 13th, 2011
12:09 pm

Atlanta has a professional basketball team Moma??

Who Cares?

June 13th, 2011
12:09 pm

lebron will be back!

June 13th, 2011
12:11 pm

lebron tired of this disrespect—he’ll bring a title to south beach in 2012—mark it down!

Who Cares?

June 13th, 2011
12:14 pm

Hey Jeff what would you do if you were GM of the Hawks this summer?? Would you trade away one of the most overrated basketball players in the NBA today in Al I wanna play power forward???

What would you do???

al

June 13th, 2011
12:21 pm

There is hardly any of the bloggers commenting on JT. Dirk didn’t win this thing all by himself. Terry had as much or more to do with the championship as Dirk.

Matt Ryan

June 13th, 2011
12:22 pm

The Duke didnt show up.

Anyways Lebron should worry more about his problems than fans.

1. No Ring
2. Mom slept with D. West

Who Cares?

June 13th, 2011
12:24 pm

Good for JT to get away from the Lousy Atlanta Hawks!!!

He’d be outta the league by now….w/o a championship..

If I had a Son in the draft I’d make sure he was not coming to this pathetic franchise………….

Ted M

June 13th, 2011
12:25 pm

Excited NBA Fan

June 13th, 2011
12:27 pm

[Yawn]

Hey, it’s baseball season. How about an article about the Braves, Sgt, Schultz? Or perhaps you ’see nut-teeng!’

Double Dribble

June 13th, 2011
12:34 pm

@I know Hoops (re-incarnated James Neismith) … Quit it!!! 2 simple facts …
- Miami played horrible DEFENSE.
- Dallas was playing for something more than Miami was … Dallas was playing to make history. For some players, to leave a mentionable legacy … who want’s to be a Hall of Famer w/ no ring (J. Kidd/Dirk). Miami was trying to live/play up to the hype they created at the beginning of season.

Third Coast

June 13th, 2011
12:38 pm

Who Cares? must really care….he/she is sure posting comments after comments…..Nonetheless, Congratulations Dallas AND Cleveland!
*
“Da King” or better yet….THE JESTER couldn’t deliver for you Miami, oh well you all still have the Kardashian “Dash” store…yet another jackass in your stable….
*
As Dirk said, you are “childish” and “ignorant”. But BEST OF ALL…..you have been D E N I E D… Deeeeeeeeeeee- NIED……a ring AGAIN!
*
Thanks again Mavericks….thanks for saving America from all the trash that would have been coming out of “South Beach” had they won.

Paddy

June 13th, 2011
12:38 pm

We will soon see these shirts and hats in the Congo, Ivory Coast and many unvisted countries around the world. This is just too funny for words!! The fall of the Heat and the melt down of the newspaper advertising dept. is about as good as it gets! The ASG must have had a hand in that promotion. Can you say; “Thrashers pick your seat” day anyone! That will still remain one of the worst “in your face” insults to fans of all time here in ATL. Have you NO shame ASG?

Escaped from Email Purgatory

June 13th, 2011
12:40 pm

Seems Team Lebron put the cart way before the horse. Seems they’ve been more concerned with creating a global brand than winning world championships. Seems they thought seven or eight were a foregone conclusion starting with this year.

Wooops.

Seems like the Meal Ticket needs to clean house and hire some new sycophants. Time to rethink the global marketing strategy. Might want to find a good tattoo removal service too. Speaking of that, here’s a bit of unsolicited advice LeBron – start with the one on your back.

@ArthanteLafleur

June 13th, 2011
12:41 pm

Great to see JT win a title. Dallas showed everyone the way it’s supposed to be done–as a TEAM and with class. Meanwhile, Miami’s prima donnas embarrassed themselves over and over by not keeping their mouths shut off the court and getting smoked while on it. No heart, no brains, no guts in that bunch.

Congratulations to the Mavs and their fans for a well-deserved title.

Lebroni

June 13th, 2011
12:41 pm

Not two…not three, not four, not five…not six, not seven..

FACTS

June 13th, 2011
12:43 pm

They are killing LeBron on facebook with terms like ” The Frozen One” lol !!!!

Chris Bosh

June 13th, 2011
12:44 pm

Yeah, I’m soft, don’t like to play defense or rebound. So what?