Lucchese is giving the term “cowboy boots” a new meaning this week with its latest announcement.
According to the Texas-based shoe brand, it has inked a five-year partnership with the Dallas Cowboys to be the NFL team’s official boot. This deal marks a new stage the duo’s relationship; for the past 13 years, Lucchese has been designing bespoke performance boots for the Dallas Cowboys cheerleaders.
“The bond between Lucchese and the Dallas Cowboys as two Texas-based institutions is strengthened by our mutual appreciation of each other’s rich history and dedication to excellence,” Doug Kindy, president of Lucchese, said in a statement. “This partnership is not the beginning of something new, rather, the continuation and strengthening of a joint legacy. Lucchese prides itself on championing our craft, which has made us the clear and prime choice for America’s Team. We both pursue excellence daily, and the cultural stature we each share will be compounded in our storied relationship.”
Charlotte Jones, co-owner and chief brand officer of the Dallas Cowboys, added that the expanded partnership reflects the shared value of tradition and innovation between the two companies. “Expanding our partnership with Lucchese is a reflection of that innovation while sharing our core values of tradition
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