They teased the throwback uniform during a game against their former AFC West rival Raiders last year before launching the line this summer with a ‘90s-heavy ad filled with era-specific Microsoft technology and Pearl Jam music.
Microsoft even built a ‘90s/early 2000s-style website complete with pop-up windows and video of the implosion of the Seahawks’ former home, the Kingdome. The old stadium’s silhouette is stitched into the label of throwback jerseys, Kingdome elements surround throwback gear at the Seahawks’ Pro Shop, and the team id planning to turn Lumen Field into a makeshift Kingdome for a day during an Oct. 29 home game.
When the Seahawks throwbacks launched in July, initial sales were four times what Fanatics had projected for the first 48 hours. The numbers were three times greater than the team’s last jersey launch, with the Seahawks ultimately moving 3,600 units of throwback gear in its stores and 20,000 through Fanatics.
“The ’90s pop culture has had a great run—the nostalgia for pop culture in the ’90s has been universal,” Jeff Richards, former Seattle Seahawks vp of marketing and brand, who was with the team for the throwbacks launch earlier this year. “We saw an opportunity with the ’90s from a style and design standpoint, but really, Seattle showed up on the world stage and drove pop culture as much as any area in the ‘90s.”
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