Rob Lowe explains his viral NFL hat that launched a thousand memes: 'I support the shield'

When you're a big-time celebrity like Rob Lowe, who's been in the spotlight for decades, a small decision can make all the difference. Like selecting that hat. You know the one.

On this week's edition of his podcast, SiriusXM's Literally with Rob Lowe, the St. Elmo's Fire alum recounted creating an accidental meme in January 2020, when he showed up at a game in headgear featuring, not a team logo, but a generic NFL shield one. The internet quickly turned it into a thing that has not gone away.

"It's just a happy accident," he told his guest, son Matthew Lowe. "I just picked that hat, which I think is a cool hat."

So, yes, as Lowe's Parks and Rec character would say, he literally liked it.

Sign up for Entertainment Weekly's free daily newsletter to get breaking TV news, exclusive first looks, recaps, reviews, interviews with your favorite stars, and more.

Father and son had been guests at the game — Rob was supposed to promote his show 9-1-1: Lone Star — and he was offered a hat. The options: a 49ers hat, an NFC championship game hat, a Packers hat, and... the NFL shield logo.

"I don't remember what your rationale was behind it other than you wanted to somewhat stay neutral, and," Matthew confirmed, "you thought it was cool."

When the cameras panned to Lowe, as planned, the online posts began.

The Brat Packer said he's been told by NFL Commissioner Roger Goodell that it's "the most circulated viral meme in NFL history."

Looking back, Matthew said, he knew something was up even when it was happening.

The younger Lowe recalled: "I just remember our phones going 'Z-z-z-z,' more so than usual because, you know, look. You and I go to a lot of sporting events together. You and I are massive Dodgers fans, so we go all the time to that and, you know, they'll cut to us sometimes, but this was unlike anything else. I'm like, 'What is going on right now?' And then that was when the meme of Rob Lowe staying neutral."

His dad didn't seem to mind one bit, and he confirmed again, "I support the shield."

Oh, we know, Rob.