During an attempt to make a circumnavigational flight of the globe in 1937 in a Purdue-funded Lockheed Model 10 Electra, Earhart disappeared over the central Pacific Ocean near Howland Island. Fascination with her life, career and disappearance continues to this day.
Trading on her physical resemblance to Lindbergh, whom the press had dubbed "Lucky Lindy," some newspapers and magazines began referring to Earhart as "Lady Lindy." The United Press was more grandiloquent; to them, Earhart was the reigning "Queen of the Air." Immediately after her return to the United States, she undertook an exhausting lecture tour (1928–1929). Meanwhile, Putnam had undertaken to heavily promote her in a campaign including publishing a book she authored, a series of new lecture tours and using pictures of her in mass market endorsements for products including luggage, Lucky Strike cigarettes (this caused image problems for her, with McCall's magazine retracting an offer) and women's clothing and sportswear. The money that she made with "Lucky Strike" had been earmarked for a $1,500 donation to Commander Richard Byrd's imminent South Pole expedition.
The marketing campaign by both Earhart and G.P. Putnam was successful in establishing the Earhart mystique in the public psyche. Rather than simply endorsing the products, Earhart actively became involved in the promotions, especially in women's fashions. For a number of years she had sewn her own clothes, but the "active living" lines that were sold in 50 stores such as Macy's in metropolitan areas were an expression of a new Earhart image. Her concept of simple, natural lines matched with wrinkle-proof, washable materials was the embodiment of a sleek, purposeful but feminine "A.E." (the familiar name she went by with family and friends). The luggage line that she promoted (marketed as Modernaire Earhart Luggage) also bore her unmistakable stamp. She ensured that the luggage met the demands of air travel; it is still being produced today.
A wide range of promotional items would appear bearing the Earhart "image" and likewise, modern equivalents continue to be marketed. A more recent Gap khaki pants ad campaign (1993) featured Amelia Earhart's likeness, and was the progenitor of additional modern revivals of her in advertising campaigns, including Apple Computer's "Think Different" advertising campaign (1997).