On March 20, 1992, at the Dallas Sportatorium, Southwest Airlines settled a dispute over its slogan “Just Plane Smart” with an arm-wrestling match. Southwest’s chief executive, Herb Kelleher, took on Kurt Herwald, the chief executive of Stevens Aviation, which also claimed the slogan. Herwald won. When Kelleher’s early pin was voided, he said: “I didn’t know there were any rules!”
Kelleher also dressed up “as Elvis Presley, a woman, the Easter bunny, a leprechaun and a flight attendant to promote Southwest,” the Dallas Morning News wrote.