Belk Inc. is spicing up its Southern style with a three-year partnership with the Dallas Cowboys Cheerleaders for endorsements, appearances and co-branded marketing initiatives.
“The Dallas Cowboys Cheerleaders’ stylish reputation, Southern flair and influence in Texas as well as around the world made the partnership a natural fit for Belk,” said Jon Pollack, Belk’s executive vice president of marketing, sales promotion and e-commerce.
Belk will provide the wardrobe for the director of the Dallas Cowboys Cheerleaders, Kelli Finglass, and the troupe’s choreographer, Judy Trammell, for season nine of the reality TV show, “Dallas Cowboys Cheerleaders — Making the Team.” The show begins taping when auditions start on May 10, and Finglass and Trammel, both former Dallas Cowboys Cheerleaders, will continue to wear fashion brands from Belk on game days through the 2014-2016 football seasons. Finglass, Trammell and the cheerleaders will be in Belk radio commercials during Dallas Cowboy pre-game and in-game broadcasts.
“The synergy between DCC and Belk share was apparent from the beginning. The company’s commitment to the communities in which it operates, fashion, style, and Southern values mirrors what the Dallas Cowboys Cheerleaders represent,” said Finglass.
Belk will also be the exclusive provider of the iPromise pink clothing line endorsed by the Dallas Cowboys Cheerleaders and for the benefit of Susan G. Komen, along with the Dallas Cowboys Pro Shops.