Heat is a sportswear clothing company in Grand Theft Auto: San Andreas, Grand Theft Auto: Liberty City Stories, Grand Theft Auto IV and Grand Theft Auto V. Advertisements for the company are seen all over San Andreas and Liberty City in GTA Liberty City Stories and in GTA IV. It is featured in GTA IV's in-game website www.peepthatshit.com. Several pedestrians around GTA IV's Liberty City can be seen wearing clothes made by the company. Heat has a theme available to download on www.vipluxuryringtones.com. In the GTA V trailer, two joggers can be seen wearing Heat shorts, one with the GTA San Andreas logo and one with the GTA IV logo.
Heat may be a parody of Adidas, as the Heat logo in GTA IV is somewhat similar to Adidas' 'three stripe' logo. In GTA San Andreas, Heat's slogan is "Feel the Burn".