Heck, Tom Brady and the Patriots were once the feel-good story of the NFL..
Rams were heavily favored in 2002… greatest show on turf. Already had won a SB. Patriots were the scrappy underdogs, led by a young late round QB replacing Drew Bledsoe.
Patriots didn’t even have individual player introductions for that Super Bowl, just opted to be introduced as a team, pulled off the upset, and America loved it. Plus it was a few months after 9/11, so “Patriots” fit.