Several pedestrians around Liberty City and Los Santos can be seen wearing clothes made by the company, and advertisements can be seen all over Liberty City and San Andreas. Heat has a sub-brand for older-styled clothing named Heat Classics, using their 1992 logo.
As of 2008, Heat has its own website (www.heatbreaktherules.com); unlike other websites for in-game products, it is inaccessible. Heat is also featured in www.peepthatshit.com, and has a theme available to download on www.vipluxuryringtones.com.
In GTA V, their clothing is sold in Sub Urban stores. The are also some Heat clothing stores across Los Santos.
Heat is based on the apparel and accessories company Adidas. The company slogan is possibly a nod to Nike's "Just Do It". The Heat Classics sub-brand is a parody of the "Originals" sub-brand of Adidas, which also uses the original Adidas logo.
The Heat Classics looks like two Nike logos facing upward; the newer logo is somewhat similar to the Adidas "three stripe" logo.
Grand Theft Auto V
Merchandise in GTA Online
- Gay Tony occasionally wears Heat sportswear instead of his typical business suit, specifically in the missions involving the diamonds where he is present (Frosting on the Cake/Diamonds in the Rough and Ladies Half Price/Diamonds Are a Girl's Best Friend).
- The Heat billboard in Liberty City Stories uses that of a beta image of Carl Johnson playing Basketball.