ROUTE 66 is an iconic brand that derives its name from the famous U.S. Route 66 highway, often referred to as the "Main Street of America" or the "Mother Road." Established as a symbol of freedom and the American road-trip culture, the brand encompasses a range of products, including apparel, accessories, and travel-related services that evoke the nostalgia and adventure of the historic cross-country route. Its strengths lie in its strong brand identity and cultural heritage, which resonate with consumers worldwide. The level of global brand awareness for ROUTE 66 is significant, as the highway has been immortalized in popular culture through music, literature, and cinema, making the brand recognizable not only in the United States but also internationally among enthusiasts of Americana and vintage travel.