ARLINGTON, Texas – With an official ribbon-cutting ceremony hours before kickoff, the Cowboys opened the first-ever woman's brand store with apparel strictly targeted for female fans of America's Team.
The Cowboys have partnered up with Victoria Secret PINK to sell a large assortment of women's items, but the all-exclusive store is the first of its kind for a professional sports stadium or arena. The store is located on the Main Concourse level above Entry A, although the rest of the Pro Shops at the stadium will continue to carry PINK apparel.
Charlotte Anderson, the Cowboys' vice president of brand management, said it was a special day for the organization.
"For us, we've always tried to create merchandise that we thought our fans would enjoy," Anderson said. "To take it a step further and really have a unique shopping experience that's aimed towards women … 46 percent of our fans are female. We thought they needed a little more style and a little more comfort to be able to enjoy and support their team. Being able to do it in this fashion is really unique."
Victoria's Secret models Elsa Hosk and Jessica Hart were on hand for the event. Beginning Monday, Cowboys fans can shop the limited edition Victoria's Secret PINK NFL Collection at the first ever PINK store in a professional sports stadium or arena.
The Victoria's Secret PINK Cowboys Collection includes an assortment of co-branded Victoria's Secret PINK and Cowboys merchandise and is also available in Victoria's Secret stores in the North Texas area. This unique line features VS PINK's highly recognizable brand iconography outfitted with the names and logos of the Dallas Cowboys and will include tees, sweats, hoodies and tanks.
Launched in 2004, Victoria's Secret PINK is a fully articulated lifestyle collection for young women that include bras, panties, loungewear and sleepwear.
It's obviously no coincidence the Cowboys picked this game to introduce the new store, considering October is Breast Cancer Awareness Month. Many of the players will be in support with pink accessories, from shoes to towels and wrist bands.
Both the NFL and the Cowboys use the month of October to show their full support for Breast Cancer Awareness Month.
To kickoff the game day celebration of promises and call to action, Nancy G. Brinker, founder and CEO of Susan G. Komen for the Cure will attend the game and visit with 500 men and women touched by breast cancer who will be participating in the game's "pink" halftime celebration.
"To able to have the survivors of breast cancer here today and to be able to launch this initiative with Victoria Secret PINK, it sure makes for a nice pretty pink package."
