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Belk named the official style quarters of the Dallas Cowboys Cheerleaders today

Photo by Ronald Martinez/Getty Images

Announced today, Belk is now the official style destination of the Dallas Cowboys Cheerleaders (DCC)! Along with a three-year partnership, comes endorsements, appearances and numerous co-branded marketing initiatives such as the iPromise clothing line for the benefit of Susan G. Komen. Belk will also provide the wardrobe for the DCC director, Kelli Finglass and choreographer, Judy Trammell, as they film season nine of their hit reality TV show, "Dallas Cowboys Cheerleaders-Making the Team." Auditions and taping for the hit show start on May 10 and the ladies will wear Belk fashion brands throughout the 2014-2016 football seasons.

The Dallas Cowboys Cheerleaders have a reputation of style, southern flair and an influential presence, nationally. Beloved as “America’s Sweethearts, “the DCC are ambassadors of good cheer across the country and serve as the Dallas Cowboys primary military outreach liaisons. It is no wonder why EVP of marketing, sales promotion and ecommerce at Belk, Jon Pollack, believes a partnership with the Dallas Cowboys Cheerleaders “is a natural fit.” The commitment to communities, fashion, and southern values is what both Belk and DCC embody, which makes their union that much more special.

When Belk opened its first flagship location in Texas at Galleria Dallas, the Dallas Cowboys Cheerleaders were there to cheer them on. The celebration was full of performances, photos and autographs during the Grand Opening charity event and ribbon cutting ceremony. Belk is the nation’s largest family owned and operated Department Store Company with 300 Belk stores located in 16 Southern states and a growing digital presence. Founded in 1888 by William Henry Belk in Monroe, N.C., the company is in the third generation of Belk family leadership. What adds to the company’s sustainability is its commitment to the communities it serves. The company, its associates, customers and vendors, donated more than $20.9M to those communities, FYE February 1, 2014. To connect with Belk, visit Belk Get Connected.