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Story of the Salute

SeattleFWC26 supported the Northwest African American Museum’s exhibition exploring the athletes, activism and lasting significance behind one of the most iconic protests in sports history.

Three Athletes, Two Nations

At the 1968 Olympic Games in Mexico City, American sprinters Tommie Smith and John Carlos stood on the medal podium and raised black-gloved fists during the U.S. national anthem. Beside them stood Australian silver medalist Peter Norman, who wore an Olympic Project for Human Rights badge in solidarity.

Nearly 58 years later, athletes representing those same two countries met again on a global sporting stage when the United States played Australia in Seattle on Juneteenth.

That connection became the starting point for The Story of the Salute at the Northwest African American Museum.

Beyond the Podium

The exhibition traces the lives of Smith, Carlos and Norman beyond the photograph that became known around the world. It also tells the story of sociologist Harry Edwards, whose work helped establish the Olympic Project for Human Rights and shaped the movement surrounding the 1968 Games.

Visitors could explore what led to the salute, the consequences the athletes faced and the influence their actions had on conversations about race, sport and athlete activism for generations to come.

A replica Olympic podium and other interactive elements invited visitors to consider a question for themselves: Who do you salute to?

A World Cup Connection

The Story of the Salute premiered at NAAM on June 17, two days before Seattle hosted USA vs. Australia on Juneteenth.

SeattleFWC26 supported the exhibition as part of its broader Juneteenth Match Day programming. Nearly 58 years after Tommie Smith, John Carlos and Peter Norman shared an Olympic podium, athletes representing the United States and Australia were back on an international sporting stage together, this time in Seattle.

The exhibition remained at NAAM through August 2, giving World Cup visitors and local residents the chance to explore the history behind that connection.

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SEA Beacons

SEA Beacons are neon art pieces created by SODO-based Western Neon in collaboration with artist Shogo Ota, installed throughout Seattle to highlight small businesses and cultural attractions as part of the #FollowTheFlukes campaign.

Free Waterfront Shuttle

In partnership with King County Metro, SeattleFWC26 sponsored free rides on a new waterfront shuttle connecting Seattle Center, Waterfront Park, Pioneer Square, Seattle Stadium, and the Chinatown-International District, along with dedicated free Match Day shuttles during the tournament.

Stadium Neighborhood Liaisons

SeattleFWC26 funded full-time liaisons in Pioneer Square, SODO and the Chinatown-International District to help businesses closest to Lumen Field prepare for the FIFA World Cup and have a voice in how Seattle hosted it.