Creators of LUV YA BLUE
Mike McClure, Jim Schmidt and Bob Culpepper
In the fall of 1979, Mike McClure, Vice President of Marketing for the Houston Oiliers, Cyndi Bennish, receptionist secretary for the Houston Oilers, (owned by Bud Adams), Bob Culpepper of Culpepper & Associates, and Jim Schmidt, independent sales agent, gathered at a restaurant in Houston, Texas to discuss the promotional sales and NFL Pro Magazine sales of the Houston Oilers. McClure wanted to turn the Astrodome blue. During that meeting Luv Ya Blue was born.
From there Culpepper and Schmidt began to petition advertisers to sponsor 50,000 Luv Ya Blue flashcards. First City Banks bought the promotion and on Monday December 10th, 1979 NFL history was made as over 50,000 fans raised their flashcards. Jim Carola (the Astrodome in house announcer) orchestrated the chant Luv Ya Blue. Howard Cossel, the on air announcer for ABC sports, host of Monday Night Football told the viewing world, “We have just been greeted by a sea of blue; Luv Ya Blue." Earlier that day, Mayor McConn of Houston, Texas declared 'Blue Monday’ for the citizens of Houston, thus creating the birth of Luv Ya Blue®.
The next morning producers of sports products such as key chains, ottomans, chairs, towels and pillows wanted to buy licenses while others blatantly made products without the consent of the Houston Oilers. While the Oiliers legal team had applied for trademark protection for the words and flash card, Luv Ya Blue, the TM mark was not used on the original flash card. The Houston Oilers then began advertising and buying full page ads warning of the Luv Ya Blue protected trademark. Hence on the next printing and playoff game, the TM was used and eventually the Houston Oilers sold licenses that resulted in sales of millions of dollars in Luv Ya Blue merchandise. There were Luv Ya Blue songs, clothes, sports gear, cups and mugs and hundreds of products. Joske's even set up Luv Ya Blue retail sports shops in and around Houston. Today, because of NFL owner’s agreements, the Luv Ya Blue trademark is owned by the National Football League.
Jim Schmidt, better known as Armadillo Jim, works in oil and gas as a marketing consultant and runs several non profit outreaches, primarily for children.
Bob Culpepper is retired after working in advertising in Houston Texas and teaching at the University of Houston.
Mike McClure is retired in Indiana after years with the Chicago Bulls NBA franchise and the Houston Oilers.
