Long before the Dallas Cowboys Cheerleaders were the subject of their own Netflix series, the squad’s original director, Dee Brock, had a vision for the famed NFL cheerleading team. Brock, who died this week at the age of 96, was instrumental in taking the Dallas Cowboys Cheerleaders from sideline entertainers to global icons. What began as a group of local high school students cheering on the sidelines became the legendary Dallas Cowboys Cheerleaders, thanks in part to Brock’s vision.
Dee Brock Had a Bigger Vision for the Dallas Cowboys Cheerleaders
In loving memory of Dee Brock, our founding director. ? We will forever honor her and her legacy. pic.twitter.com/fXhC8ovcVz
The Dallas Cowboys Cheerleaders began in 1962, a year after the NFL franchise was founded. By the mid-1960s, Brock was pushing the squad, bringing more dance elements into routines and elevating the performers’ style, which would become a hallmark of the Dallas Cowboys Cheerleaders, or DCC. In 1965, Brock made a trailblazing decision to integrate the squad, something that required convincing team ownership at a time when Dallas was still deeply segregated.
The Changes That Turned the DCC Into Something Bigger
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♬ original sound – SideLine Rewind Podcast!Brock had already paved the way for change, but DCC’s biggest transformation came in the early 1970s, when team ownership wanted a more athletic, glamorous group that could deliver Broadway-style dance routines. Star choreographer Texie Waterman was brought in, and a plan was put in place to completely overhaul the performers’ uniforms, creating a look that could accommodate the new choreography while still maintaining a glamorous style.
The result was the star-spangled blue-and-white uniform introduced in 1972. Paula Van Wagoner is credited with the uniform’s final design, while Brock was central to shepherding the process that would lead to the new look.
This wasn’t simply a costume change. It was a complete identity shift, one that helped associate the Dallas Cowboys Cheerleaders with the image of America’s Team, an identity that has remained largely unchanged to this day.
Under Brock’s guidance and thanks in part to her vision, the DCC became something bigger than a sideline attraction at football games. The DCC became a brand in and of itself. With the uniform change, the Dallas Cowboys Cheerleaders became pop-culture icons, a popular attraction in addition to the football team rather than an afterthought of the game.
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The 1972 Uniform Changed the Dallas Cowboys Cheerleaders Forever
The iconic uniform helped establish the visual identity that audiences still associate with the Dallas Cowboys Cheerleaders more than 50 years later. The combination of the star-spangled design, white shorts and white boots became instantly recognizable and helped distinguish the DCC from traditional football cheerleading squads.
The uniform was ultimately about more than appearance. It was part of a larger transformation that turned the cheerleaders into performers with their own identity, choreography and place within the entertainment world.
Dee Brock left her role as DCC’s director in 1975, but she left an enduring blueprint behind. To this day, the DCC is an internationally recognized entertainment brand that has had a lasting influence on sports and popular culture.
The group’s current director, Kelli Finglass, shared a tribute to Dee Brock, noting her influence on generations of performers.
Dee Brock’s Legacy Lives On With the DCC
View this post on InstagramBrock’s legacy feels more relevant than ever. The Netflix series America’s Sweethearts: Dallas Cowboys Cheerleaders has introduced the cheerleaders to an entirely new generation of fans and introduced the team to casual football fans who might not have otherwise tuned in.
That renewed attention makes Brock’s contribution especially worth remembering. She took a small group of cheerleaders cheering on the sideline and helped transform them into a cultural institution.
More than 50 years later, those blue-and-white stars, white shorts and boots remain one of the most recognizable uniforms in popular culture.
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