THE Miami Heat is known for its “Heat Culture.” According to Heat president Pat Riley, “Heat culture” means that the Heat is “the hardest-working, best-conditioned, most-professional, unselfish, toughest, nastiest team” in the NBA. Sportico reports that the Heat holds trademark registrations in the U.S. for “Heat culture,” “culture,” “court culture,” and “el Heat cultura” for clothing and entertainment services. A fashion designer who owns trademark registrations for “culture TV” and “culture TVM” sued the Heat for trademark infringement. The suit claims that the Heat infringes on the designer’s “culture” trademarks. The Heat filed a counter lawsuit arguing that it has superior rights in the “culture” trademarks and that the designer is trying to get a free ride on the popularity of the Heat’s “culture” trademarks. The Heat also states that it has used the “culture marks” for the last ten years and the designer has not used his “culture” trademarks in commerce and only started to sell apparel in late 2024.