Brand Tone

Official & Authentic, Passionate & Proud, Exclusive & Premium, Fan-Centric & Engaging, Traditional & Iconic, Excited & Celebratory

Brand Values

• •Authenticity
• •Fan Loyalty & Connection
• •Quality
• •Tradition & Heritage
• •Innovation & Exclusivity
• •Inclusivity

Best Practices

• •Always Emphasize "Official" and "Authentic": Consistently use terms like "Official Dallas Cowboys Pro Shop," "Authentic Jersey," "Licensed Merchandise" to reinforce trust and the premium nature of the products.
• •Speak the Language of the Fan: Incorporate fan-centric terms like "Cowboys Nation," "America's Team," "Wear The Star," and acknowledge fan rituals and passion. This builds an emotional connection.
• •Highlight Exclusivity and Newness: Create urgency and excitement by focusing on "New Arrivals," "Exclusive Collections," "Limited Edition," and player-specific gear that fans will want to be the first to own.
• •Maintain a Tone of Pride and Confidence: The Dallas Cowboys brand is iconic and globally recognized. The copy should reflect this stature with confident, proud, and sometimes even bold language.
• •Integrate Calls to Action with Fan Benefits: Clearly guide users (e.g., "Shop Now," "Gear Up," "Show Your Pride") and, where possible, tie these to the benefit for the fan (e.g., "Be Gameday Ready," "Join Cowboys Nation in Style").

Social Perception

Highly Coveted Merchandise, Symbol of Identity, Valuable Brand, Passionate, Loyal Fanbase, Subject to Team Performance, Official Store as the Go-To, Physical Presence Valued

Copy Examples

• •Headline: The Star. The Gear. The Season. Body: This is more than just merchandise. It's your official badge of honor. Shop the latest authentic Dallas Cowboys jerseys, hats, and sideline gear at the Official Dallas Cowboys Pro Shop. Wear The Star.
• •Headline: Unleash Your Inner Cowboy. Body: From Sunday rituals to everyday pride. Find your perfect fit with our new collection of men's, women's, and kids' apparel. Genuine quality for the truest fans. Shop now and show your colors.
• •Headline: Victory Looks Good On You. Body: Celebrate every first down and touchdown in style. Explore exclusive designs and player-inspired collections you won't find anywhere else. Get your official gameday gear today!
• •Headline: For The Love Of The Game. For The Honor Of The Star. Body: Since 1960, the Dallas Cowboys have been more than a team. We're a nation. Gear up with authentic collectibles, apparel, and accessories that tell the story of America's Team.
• •Headline: Cowboys Nation: This Is Your Official Outfitter. Body: Don't just watch the game, be a part of it. The Dallas Cowboys Pro Shop has everything you need to show your unwavering support. Authentic. Official. Built for the fans. Free shipping on orders over $100.