“The day the raw sound of Seattle met its beating heart.”

‘Smells Like Team Spirit’ was an interactive activation to hype the Museum of Pop Culture’s Grunge Collection. Developed as a collab with the Seattle Seahawks during their 90s’ Throwback Week, it brought that unmistakeable grunge aesthetic while celebrating the greatest fans in the world, The 12s. 

From the legendary Mark Collins and the fight to ‘Save Our Seahawks’, to the Richter Scale-breaking BeastQuake, to the glory of bringing home the Lombardi Trophy, it highlighted the unforgettable moments where fans literally made all the difference. 

At the centre of the experience was ‘The Signature Moment’, where fans could sign their name on a special 12s flag. With a total of 1942 names, it broke the new world record for signatures piece of memorabilia and became the latest great fan moment in Seattle Seahawks history.