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 in 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.”
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Charlotte Jones, co-owner and chief brand officer of the Dallas Cowboys, added that the expanded partnership reflects the shared values 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 and culture, respecting Lucchese’s long standing heritage of craftsmanship and dedication to excellence,” Jones said. “It’s a destined alignment of two beloved Texas-bred American institutions.”
As part of the deal, the duo will also introduce the new Lucchese x Dallas Cowboys collaborative collection. The new line will be the first to cater to the whole family, the company said. It will include women’s, men’s and, for the first time in Lucchese’s 140-year history, a children’s boot for girls.
The men’s line will feature the Victory and Legacy boots, while the women’s collection will feature the Victory, Legacy and Five Point boots. The brand’s signature white boot, Gina, will also be included in the range, which is modeled after the specialty crafted performance boots the Dallas Cowboys cheerleaders wear on the field.
As for its first children’s boot for girls, the company will debut the Little Gina – a smaller version of Lucchese’s classic Gina model for adults. The boots will be available in children’s sizing ranging from kids 10 to 13 and youth 1 to 3.
All boots in the collaborative collection will incorporate the official Dallas Cowboys star logo, and are available in navy, tan or white colorways.
“Our team is buzzing over this collection because it allows us to capture the spirit and notoriety of the Dallas Cowboys in the fashion and unmatched skill of Lucchese,” Doug Hogue, vice president of product at Lucchese, stated. “To also have the opportunity to debut our very first children’s boot with such a cherished brand partner of ours is monumental. As a brand composed of many celebrated generations, it’s humbling to create something the younger generations of Cowboys fans can pass down to their children, too.”
In addition to the official and exclusive Lucchese x Dallas Cowboys collection, Lucchese will also be releasing two additional fan favorites for men and the Star Collection for women – featuring six styles that each celebrate the star-motif.
The Lucchese x Dallas Cowboys collection, which will retail between $545 and $995 for adult styles, will be available for purchase first as pre-sale online, and in-store at select Lucchese retail locations, at the end of August. The Little Gina children’s boot, which retails for $275, will be expected to ship to customers in October.
