“Max Effort” was a motivational phrase used by the USAF during the Vietnam War. As the war continued, USAF F-105  fighters were shot down in ever increasing numbers by surface to air missiles. Whenever a Pilot was lost, the loudspeakers would blast the phrase “MAXIMUM EFFORT” to alert the troops that another pilot was down. Rather than mourn their losses when hearing that message, each man used that phrase as a call to action! They would work twice as hard as before with renewed motivation. MAX EFFORT Lives on as a battle cry for all Americans. 

This shirt depicts a USAF F-105 dodging a North Vietnamese SA-2 missile with a map of the Ho Chi Minh Trail in the background.