![]() The ten local high school cheerleaders that were selected for the 1970 season were also involved in the task of totally redesigning the uniforms and creating new dance style cheer routines under Dee Brock's direction and with the help of a choreographer. At first the main change was to create an all-female squad and change the uniforms and style of cheerleading routines to be more primarily dance and less like traditional acrobatic routines like that of high school or college cheerleading squads. ![]() Preparing for the 1970 season, Schramm decided to change the Cheerleaders' image to boost attendance. It was at this period that the CowBelles & Beaux became the Dallas Cowboys Cheerleaders. In 1969, it was decided that the cheerleading squad needed a new image and the decision was made to drop the male cheerleaders and select an all female squad from local high school cheerleaders in the Dallas-Fort Worth area. ![]() Understanding the importance of the entertainment industry to the Cowboys' profitability, Schramm was inspired to form a cheerleading squad dressed in similar fashion to Cash. She became an instant public sensation in Dallas, and Cowboys General Manager Tex Schramm noted all of this. Local high school students made up the squad, which was typical of other high school and college cheerleading squads throughout the 1960s, rarely getting much attention.ĭuring a game between the Cowboys and the Atlanta Falcons at the Cotton Bowl during the 1967 season, the scantily clad, well-endowed Bubbles Cash, a stripper by profession, caused a tremendous stir in the crowd that turned to cheers when she walked down the staircase stands on the 50 yard line carrying cotton candy in each hand. The group made its sidelines debut in 1960 during the Cowboys' inaugural season. The original cheerleading squad was a made up of a male-female group called the CowBelles & Beaux.
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