In 1992, after a small aircraft supplier discovered Southwest was using their slogan, both companies settled outside of court with an arm-wrestling match.
Southwest Airlines is known for its unconventional business tactics, so it was only reasonable for them to resolve a dispute in an equally unique manner, with arm-wrestling.
The company was created in 1968 by Rollin King, a businessman in Texas, and his lawyer, Herb Kelleher. Flights began in 1971.
Southwest was known to offer cheaper flights than its competitors and for its slogans, such as, "Long Legs and Short Nights," and, "The Somebody Else Up There Who Loves You."
In 1990, Southwest's marketing team came up with what was deemed the ultimate pun, "Just Plane Smart."
15 months later it was discovered a small aircraft sales business in South Carolina, Stevens Aviation, had already been using the motto for years.
In 1992, to resolve this without lawyers and thousands of dollars in legal fees, the chairman of Stevens Aviation, Kurt Herwald, challenged Kelleher to an arm-wrestling match. The winner would get to use the slogan.
On March 20th, "Malice in Dallas," as it was called, took place. The contest was the best of three rounds, and the loser would not only lose the right to the slogan, but have to donate $5,000 to charity for each round lost.
There was much pomp and circumstance from both competitors, including satin robes and surprise replacements for the first two rounds, including Texas' 1986 arm-wrestling champion.
The third, tie-breaking round was battled by the CEO’s. Herwald, being 28-years Kelleher's junior, easily won.
In an example of great sportsmanship, Herwald decided to share the motto, even though Kelleher admitted Stevens Aviation had thought of it first.
Both companies saw a rise in their profits, two charities received donations, and the men showed that not everything has to be battled in court.
