Lingerie retailer Victoria’s Secret, best known for its smoking hot models and eye-catching line of underwear, is moving into new territory, opening its first brick-and-mortar store inside a professional sports venue at the Dallas Cowboys stadium in Arlington, Texas, on Monday night.
Move over hotdogs and apple pie. All-American football may never be the same.
"Well, we've got some beautiful places out at that stadium, some gorgeous surroundings, and nothing would be nicer than to have the showing of pretty clothes," Cowboys owner and general manager Jerry Jones said. "We've got the atmosphere and the forum to model and really show some pretty clothes… so why not?"
A ribbon-cutting ceremony for the newest Victoria’s Secret PINK store takes place a few hours before game time, when the Dallas Cowboys take on the Chicago Bears.
The product line includes form-fitting t-shirts, jerseys, sports bras, and of course, blue and white thong panties, all with the Cowboys logo featured prominently, or as prominently as the tiny scraps of material will allow.
That’s what happens when you cross the most profitable football franchise in the U.S. with a multi-million dollar maker of trendy women’s underwear.
The National Football League has been marketing its sportswear to women for the last few years, thanks to surveys that show a growing base of female sports fans. But much of the gear has just looked like a smaller version of the big, bulky jerseys and other items men have been wearing for generations.
Partnering with a hot lingerie manufacturer is changing that look entirely.
Victoria’s Secret has a partnership deal with the NFL and already sells a line of sportswear with 32 different team logos.