Origin of the 'Terrible Towel'

If you're curious about the Terrible Towel's origin, you'll love this: Myron Cope didn't even want to create it. WTAE radio executives pressured him just two weeks before a 1975 playoff game, demanding a promotional gimmick. Cope initially refused, calling himself "not a gimmick guy." After a rushed brainstorming session, the gold-and-black towel was born. On debut day, roughly 30,000 appeared by kickoff. There's much more to this story than most fans realize.

Key Takeaways

• Myron Cope invented the Terrible Towel in 1975 as a last-minute promotional gimmick for Pittsburgh radio station WTAE.
• Cope initially rejected the idea, calling himself not "a gimmick guy," but agreed due to contract renewal pressure.
• Executives approached Cope just two weeks before a playoff game, demanding a quick, marketable promotional item.
• The towel's gold and black design directly mirrored the Steelers' official team colors for strong visual impact.
• The Terrible Towel officially debuted on December 27, 1975, during a playoff game against the Baltimore Colts.

Why Myron Cope Invented the Terrible Towel in 1975

When Pittsburgh Steelers fans wave the iconic black-and-gold towel at games today, few know it started as a last-minute solution to a business problem. WTAE radio executives approached Myron Cope two weeks before a 1975 playoff game, demanding a promotional gimmick. Cope's contract expiration pressure made the stakes even higher — he needed to attract sponsors for his commentaries.

You'd be surprised how practical the solution turned out to be. During brainstorming, the team landed on towels because of the gimmick's multi-use appeal — fans could wipe seats, block cold winds, or shield themselves from rain. Cope named it "The Terrible Towel," selected gold and black colors matching the Steelers, and promoted it with the memorable phrase, "The Terrible Towel is poised to strike!" Cope later documented the full story of how the towel came to be in his book Double Yoi!.

The Terrible Towel made its official debut on December 27, 1975, in a playoff game against the Baltimore Colts, marking the beginning of what would become one of the most recognized symbols in professional sports.

The Radio Sponsor Deal That Started the Terrible Towel

Behind every iconic creation is a deal that made it possible, and the Terrible Towel is no exception. WTAE executives needed a gimmick to attract sponsors, and that sponsor conflict resolution drove Myron Cope to create something lasting. WTAE's contract expectations gave Cope the motivation he initially lacked.

Here's what shaped the deal:

• Executives approached Cope two weeks before the 1975 playoff game
• Cope refused at first, saying he wasn't "a gimmick guy"
• A contract renewal raise changed his mind instantly
• A brainstorming session with executives and advertising personnel followed
• Rejected ideas included an expensive black mask featuring Chuck Noll's motto

You can see how financial incentive, not pure creativity, sparked one of football's most recognizable traditions. The Steelers went on to win that 1975 playoff game against the Baltimore Colts by a score of 28-10, proving the Towel's debut was nothing short of triumphant. Today, proceeds from Terrible Towel sales benefit the Allegheny Valley School Foundation, an organization that supports people with disabilities in the local community.

How the Terrible Towel Beat Out Every Other Gimmick Idea

Though the brainstorming session produced several competing ideas, the towel won out for the simplest reasons: it was cheap, lightweight, and already sitting in most fans' homes. You can imagine how quickly expensive alternatives got rejected when something this practical was on the table.

Ideas like a black mask bearing the motto "Whatever it takes" couldn't compete with an item fans already owned and could wave effortlessly. The towel's accessibility drove fan loyalty's evolution from passive cheering to active participation, transforming every home game into a sea of spinning gold.

What started as Myron Cope's radio promotion became central to unifying team's identity across Super Bowl runs, stadium crowds, and living rooms alike. No costly gimmick could've matched that kind of organic, lasting connection. Created in 1975, the Terrible Towel was first introduced to inspire fan involvement during a playoff game against the Baltimore Colts.

Why the Terrible Towel Is Gold and Black

The gold and black color scheme wasn't arbitrary—it directly mirrors the Steelers' official team colors, making the towel an instant visual extension of the brand. Towel design justification centered on maximizing visual impact, especially for TV broadcasts. Color contrast consideration drove the choice of black lettering against gold fabric—sharp, bold, and unmistakable.

Here's what shaped the final look:

• Gold or yellow was chosen to match official Steelers colors
• Black lettering printed the "Terrible Towel" text for strong contrast
• Black towels were permitted alongside gold to address FCC racism concerns
• Myron Cope and Bob Garrett agreed to include both colors
• Gold and black remained the core design through all special editions

You can see how intentional every decision was.

Why the Debut Game Proved the Terrible Towel Was Real

Once Cope and Garrett locked in the gold and black design, the real test wasn't in a boardroom—it was on the field. Before kickoff on December 27, 1975, you'd have spotted fewer than a dozen towels during warm-ups. Then, as the Steelers entered the tunnel, fan interest exploded—roughly 30,000 yellow towels started twirling through Three Rivers Stadium.

Team performance matched the energy. Andy Russell returned a fumble 93 yards for a touchdown, and Pittsburgh dominated Baltimore 28-10. Fans immediately connected their waving towels to those big plays. Even the Pittsburgh Post-Gazette, which had mocked the idea, couldn't ignore what happened. Cope's pre-game skeptics, including sponsor representative Atkins, watched their jinx fears disappear. That debut transformed the Terrible Towel from a radio gimmick into a legitimate rally tradition. Royalties from sales were later arranged by Cope to benefit the Merakey Allegheny Valley School, meaning the towel's impact would ultimately extend far beyond the football field.

How the Terrible Towel Rode a Super Bowl Run Into Pittsburgh's Identity

What started as a radio gimmick in one playoff game quickly became Pittsburgh's most recognizable symbol. After Super Bowl X, fans adopted the towel as a uniform staple, cementing terrible towel's evolution into a symbol of Pittsburgh pride.

How terrible towel's omnipresence showcased steelers' football culture became undeniable when you saw it everywhere:

• Waving at Acrisure Stadium during every home game
• Twirling on road trips, vacations, and overseas destinations
• Appearing in local TV broadcasts as Pittsburgh's calling card
• Waved aboard the International Space Station during playoff games
• Passed through generations during the team's 1980s struggles

Even opposing teams noticed, distributing counter-towels to combat its perceived mystical powers. You can't separate the towel from Pittsburgh anymore — it's stitched into the city's identity. Lynn Swann hosted an exclusive documentary featuring NFL Commissioner Roger Goodell and Steelers legends that debuted on October 19 to tell the story of the Terrible Towel.

How Knockoffs Forced Cope to Trademark the Terrible Towel

Success has a way of attracting imitators, and the Terrible Towel was no exception. After the towel's explosive popularity following the 1975 playoffs and subsequent Super Bowl runs, knockoffs flooded the market.

Unauthorized replicas, including an Italian-language version that Nicholas Rossi marketed as Italy's "official" Terrible Towel through Hockey Sandwich Sporting Goods and eBay, threatened the brand's integrity.

Cope responded by filing for trademark protection, establishing exclusive licensing rights for the Steelers and formalizing copyright enforcement against counterfeiters. When cease and desist letters didn't stop Rossi's sales, the Steelers escalated to trademark litigation, filing suit with claims covering unfair competition, dilution, and RICO violations.

Judge Arthur J. Schwab closed the case after the parties reached an amicable resolution at the preliminary injunction hearing. The trademark is owned by the AVS Foundation, a charitable nonprofit that uses the proceeds to support the Allegheny Valley School for intellectually and developmentally disabled individuals. The idea for the towel itself originally came from WTAE executives and broadcaster Myron Cope, who wanted a simple promotional item fans already had at home.

Why Cope Gave the Terrible Towel's Profits to a School for Kids With Disabilities

Behind the Terrible Towel's iconic status lies a deeply personal story. Cope's personal motivation stemmed from his son Danny, who attended Allegheny Valley School, a facility serving individuals with intellectual and developmental disabilities. In 1996, Cope publicly donated all royalties to the school, reflecting years of quiet generosity dating back to 1982.

The school's impact from donations has been transformative:

• Over $9.5 million raised through officially licensed Terrible Towel products
• Funds covered equipment, facility renovations, and program development
• WTAE partnered with Cope for 14 years to build awareness
• School received over $670,000 before the 1996 announcement
• Every licensed product sold continues benefiting Merakey Allegheny Valley School

Cope never sought recognition — his loyalty to Danny and thousands of others drove everything. Cope's dedication to his community was further recognized when he was inducted into the National Radio Hall of Fame in 2005.