The Road to Super Bowl 34 had a distinct Route 66 feel to it. When the NFL unveiled the mark, it gave us all sorts of ideas. Graphic designers live for this kind of opportunity to create something with a vintage American feel.
What came out of the design explorations was our own NIKE mark for Eat, Sleep, Football. I thought it would be fun to package tees in an old oil can, but it turned out to be a logistical challenge.
We did, however, keep the road map on the long sleeve tee showing the cities each team had to go through en route to the big game. When the tees and caps came out, they became the best selling Super Bowl products NIKE had every produced up until that year.
