Few things unite players and fans more than a franchise’s traditions.
NFL rituals are the most iconic of things, from the Vikings’ pre-game “Skol” chant to the Lambeau Leap. Whether it’s decades old or began just a few years ago, fans embrace what sets their team apart, especially in a league so enriched with superstitions.
When a team makes it to the Super Bowl, it has to be because of its tradition, of course. The 49ers, for example, began theirs the same year they made it to Super Bowl 54. Five years later, they’re back.
Take a look at what started the Bumpboxx walk-out, and what it means to San Francisco.
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What is the 49ers Bumpboxx?
The San Francisco tradition first came to light in 2017.
Nick Kray, then-chief of staff, noticed the team appeared lackluster as they made its way through the tunnel entrance. What better way to get them hyped than with music?
Kray started with a simple Bluetooth speaker for the occasion. It wasn’t very loud, though, and only a couple of players at the start of the walk-out could hear the music. Needing something bigger, Kray sought out a custom Bumpboxx. It took a few more seasons, but the new boombox debuted in Week 14 of the 2019 season against the Saints, Deebo Samuel said on Fox Sports Radio’s Doug Gottlieb Show.
“DJ Kray,” as the staffer became known, holstered the 30-pound Bumpboxx on his shoulder as the 49ers made their tunnel entrance. The first song played on the Bumpboxx? Roddy Rich’s “The Box,” which was released a few days before the game.
“We start the season off with a song, and if we lose, we change the song. If we’re winning, the song will stay the same until something bad happens,” Samuel said. The WR and fellow captain Trent Williams lead the way when it comes to song selection. In 2022, during the 49ers 12-game win streak, they settled on “Won’t Step On Me” by NBA YoungBoy.
“It’s electrifying, it creates unity. It makes us feel like we’re together, it makes us feel like one,” Williams told Adam Schefter.
Pittsburgh has its terrible towels, Cleveland its Dawg Pound, Green Bay its cheeseheads and Buffalo its Bills Mafia. San Francisco’s tradition was born in 2017, unexpectedly and spontaneously, and it has given the 49ers a new level of swag.
Produced by @luis_79: pic.twitter.com/zX416f3e20
— Adam Schefter (@AdamSchefter) January 28, 2024
NBA YoungBoy made up much of 2023’s playlist, which included songs “B––h Let’s Do It” and “Father.” It’s safe to assume another one of his tracks is San Francisco’s postseason hype song.
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What began as a motivator quickly evolved into something more. The Bumpboxx is part of what makes San Francisco who it is.
“It’s just part of the Niners now,” Samuel said. “It’s something that we’ve built here that’s becoming part of our culture.”
