Belk has entered into a three-year partnership agreement with the Dallas Cowboys Cheerleaders (DCC). The agreement includes endorsements, appearances and numerous co-branded marketing initiatives.
During October, Belk will also be the exclusive provider of the iPromise clothing line for the benefit of Susan G. Komen outside of the Dallas Cowboys Pro Shops.
"The Dallas Cowboys Cheerleaders' stylish reputation, Southern flair and influence in Texas as well as around the world made the partnership with DCC a natural fit for Belk," said Jon Pollack, EVP of marketing, sales promotion and e-commerce at Belk. "We look forward to working with America's favorite cheerleaders for years to come."
Belk will provide the official wardrobe for the director of the Dallas Cowboys Cheerleaders, Kelli Finglass, and as well as their choreographer, Judy Trammell, as they film season nine of their reality TV show, "Dallas Cowboys Cheerleaders: Making the Team." The show begins taping when auditions start May 10, and Kelli and Judy will continue to wear fashion brands from Belk on game days throughout the 2014-2016 football seasons.
Finglass and Trammell, along with the cheerleaders, will be featured in a series of radio commercials to air during pre-game and in-game broadcasts.
"The synergy 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. "This partnership was a perfect fit, and we're excited to work alongside Belk in our upcoming football seasons."
In April, Belk opened its first flagship location in Texas at Galleria Dallas. The Dallas Cowboys Cheerleaders were on hand to celebrate with performances, photos and autographs at the grand opening charity event and ribbon cutting event. The 180,000-sq.-ft. anchor store features three floors of shopping and carries high-end designer brands such as Nanette Lepore, Pink Tartan, Bonobos, Eileen Fisher, French Connection, Free People, Michael Kors, Laura Mercier and a Kate Spade Shop. Belk has 300 stores throughout the Southeast with 14 locations in Texas.