The Terrible Towel

Origin

In 1975, the Steelers won the AFC Central title and qualified for the playoffs. WTAE was the team's flagship radio station. Two weeks prior to the Steelers' first playoff game, WTAE's Vice President and General Manager, Ted J. Atkins, and President of Sales, Larry Garrett, said that they needed the assistance of Myron Cope, the Steelers radio broadcaster, in inventing a "gimmick" which would attract sponsors to his daily commentaries and talk show. Initially, Cope did not want to participate, saying "I am not a gimmick guy, never have been a gimmick guy. However, after Garrett's suggestion that a successful gimmick would be good leverage for a raise in Cope's upcoming contract renewal, Cope replied, "I'm a gimmick guy.
The three men, along with other radio station advertising personnel, began brainstorming ideas. One idea, a black mask including coach Chuck Noll's motto "Whatever it takes", was deemed too expensive. Cope said the gimmick should be something "lightweight and portable and already owned by just about every fan. Garrett suggested using towels. Cope agreed, suggesting the words "The Terrible Towel" be printed on the front. It was agreed that the towels would be gold or yellow, with the writing in black—the colors of the Steelers. Franklin C. Snyder, who was head of WTAE's radio and television stations, held the final approval of the idea. He approved the idea on the stipulation that black towels would also be allowed, in order to avoid accusations of racism from the FCC; Cope and Garrett agreed.
In the weeks leading up to the game, Cope advertised the idea of the towel to fans on the radio and evening television news, using the phrase "The Terrible Towel is poised to strike!" However, Atkins grew nervous that fans would think the towel was a jinx if the Steelers lost the game. Cope agreed to poll players on their view of the towel. Linebacker Jack Ham told Cope, "I think your idea stinks"; Ernie "Fats" Holmes was also against the idea. Also against the idea of the Towel was Andy Russell, who mirrored Cope's original thoughts, "We're not a gimmick team. We've never been a gimmick team."Cope simply replied, "Russell, you're sick." Growing nervous about the negative feedback, Cope, who had already advertised the towel on the news multiple times, polled the rest of the players with a "banana-republic vote".