In the high-stakes world of the NFL, where every game matters and division rivalries run deep, teams are always searching for an edge – that special something to galvanize the locker room and propel them to victory. For the Atlanta Falcons, that rallying cry came from an unexpected place: a spontaneous utterance from new head coach Raheem Morris.
The Birth of “Outrun the South”
It all started back in April, during Morris’ first team meeting as the Falcons’ head coach. As he addressed his players, Morris spoke from the heart, emphasizing the importance of winning the NFC South. But rather than simply stating the goal, he put it in terms that would resonate with his team: “Outrun the South.”
Little did Morris know that this off-the-cuff phrase would become the Falcons’ mantra for the 2024 season and beyond. As quarterback Kirk Cousins, who joined the team this year, recalled:
“I don’t really want to make comparisons, but at the end of the day, our culture that we’ve built this year is special. Starting with Raheem and [general manager] Terry [Fontenot], and through the players that they brought in this year, and a lot of the guys we kept, it’s special, and I’m loving it.”
– Kirk Cousins, Atlanta Falcons Quarterback
Buying Into the Vision
Morris’ message struck a chord with the Falcons, who have rallied around their coach and his vision for the team. The phrase “Outrun the South” has become ubiquitous in the locker room, on social media, and even on official team merchandise. But more than just a catchy slogan, it represents a shared commitment to excellence and a belief in one another.
As Pro Bowl right guard Chris Lindstrom, a Falcon since 2019, explained:
“I think there’s buy-in and belief everywhere. I think we’ve had the opportunities to go win games when we probably shouldn’t have, or people didn’t think we could have, but we had belief in one another.”
– Chris Lindstrom, Atlanta Falcons Right Guard
A Fast Start in the NFC South
That belief has translated into results on the field. The Falcons are off to a 6-3 start, their best since 2016, and sit atop the NFC South with a perfect 4-0 division record. They’ve already notched impressive wins over the Eagles, Buccaneers, and Saints, with Morris’ “Outrun the South” philosophy seeming to give them an extra edge in those crucial matchups.
Defensive tackle Grady Jarrett, one of the few remaining players from Atlanta’s 2016 Super Bowl run, sees shades of that special team in this year’s group:
“It’s definitely a mindset that [Morris has] established and that everybody bought into and something that we’ve run with.”
– Grady Jarrett, Atlanta Falcons Defensive Tackle
The Accidental Trademark
For Morris, the incredible popularity of “Outrun the South” came as a surprise. He never intended it to become a trademark or catchphrase, and he certainly didn’t anticipate seeing it plastered on t-shirts and hats. But he’s embraced the phenomenon, even if he’s missed out on the chance to cash in on the merchandise sales.
As Morris joked:
“I think I missed the [opportunity] on the ‘young-ry,’ Probably missed it on the ‘Outrun the South,’ based on the fact that it’s on every t-shirt. So, my business savvy people are just losing — missing out.”
– Raheem Morris, Atlanta Falcons Head Coach
More Than Just a Motto
But for Morris and the Falcons, “Outrun the South” is about far more than merchandise sales or even wins and losses. It’s about building a culture of resilience, unity, and belief – one that can carry them not just to the top of their division, but to the heights of the NFL.
As the Falcons continue their quest to outrun the South and return to the playoffs for the first time since 2017, they’ll do so with Morris’ words ringing in their ears and a shared sense of purpose driving them forward. Because sometimes, a simple phrase can make all the difference – even if it was never meant to.
