The catchphrase became especially known and popular after being used by President George W. Bush in a speech to AmeriCorps volunteers and during his 2002 State of the Union Address. Even though the phrase was in common use long before September 11, profiteers soon tried to lay claim to it as a trademark. The Todd M. Beamer Foundation was eventually granted a trademark for uses of the phrase relating to "pre-recorded compact discs, audio tapes, digital audio tapes, and phonograph records featuring music."
In the 2002 college football season, the Florida State Seminoles used "Let's Roll" as their official team slogan. After an initial uproar against the team by people who considered its usage in bad taste, the Todd M. Beamer Foundation officially licensed the trademark to the team.
Bobby Labonte drove a 9/11 tribute car with the words "Let's Roll" on the hood of his stock car.
Country music duo The Bellamy Brothers recorded a song called "Let's Roll, America" on their 2002 album Redneck Girls Forever.
In September 2002, dc Talk reunited to record and release "Let's Roll," a single about the September 11, 2001, attacks.
In early 2002, United States Air Force Chief of Staff Gen. John P. Jumper ordered that one airplane in each USAF squadron and all USAF demonstration planes would bear an image of an eagle on an American flag with the words "Let's Roll" and "Spirit of 9-11," to remain until the first anniversary of the attack. It was also used by Lisa Beamer, widow of Todd, in a 2003 book titled Let's Roll: Ordinary People, Extraordinary Courage (ISBN 0-8423-7418-3). In November 2003, Montreal rock band The Stills released a 9/11-inspired song called "Let's Roll" on their debut album Logic Will Break Your Heart. George W. Bush's speech is sampled by Jonny L in the tune, "Let's Roll."
The phrase was also used in an episode of HBO's Curb Your Enthusiasm ("The Survivor", season 4, episode 9). The show's main character, Larry David, says the phrase inadvertently to his rabbi once he and his wife are ready to go out and renew their vows, who then becomes offended because of a relative of his died on September 11, 2001 ("You knew my brother-in-law died on September 11th, how dare you say something like that?!"). Larry takes issue with this, as his rabbi's relative was hit by a bike messenger ("Well, with all due respect, he died in uptown on 57th Street"), in an incident completely unrelated to the 9/11 terrorist attacks.
In 2004, Melissa Etheridge used the phrase "let's roll" as the conclusion to her song "Tuesday Morning" written in honor of Mark Bingham, one of the Flight 93 passengers who fought back alongside Beamer.
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