May 23, 2012; Irving, TX, USA; Dallas Cowboys tight end Jason Witten (82) catches a pass during organized team activities at Dallas Cowboys headquarters. Mandatory Credit: Matthew Emmons-US PRESSWIRE

Nike and A Cowboys Fan’s Plea


Last Sunday was father’s day. Every year my wish list looks similar. Cowboys memorabilia is usually at the top of the list, or at least in the top five. It’s got to the point where my wife doesn’t need to ask what I want, because the answer is usually the same.

This year was no different than years past. I asked for Cowboys memorabilia, and that’s what I got. The shirt I got made me take a step back and think a little. Since we’re in the down time for NFL fans, the time between the draft and training camp, I thought I’d share some of my thoughts and observations with you.

May 23, 2012; Irving, TX, USA; Dallas Cowboys tight end Jason Witten (82) catches a pass during organized team activities at Dallas Cowboys headquarters. Mandatory Credit: Matthew Emmons-US PRESSWIRE

So as most of you know by now, Nike has taken over as the  apparel manufacturer for the NFL. The long time slogan of “Just Do It” is synonymous with everything Nike does. This slogan is in their DNA, and of course this translates into their marketing strategy with just about everything they produce for the NFL. The shirt I got is one that most of you probably already have. It says Cowboys at the top, “just do it” in the middle, and it’s capped off with the star on the bottom. Most everything I get has the team name and the star on it, so that’s not what caught my attention. Nike’s slogan was what really got the wheels turning.

It was like a message from above. “Cowboys, just do it!” My shirt was echoing the sentiment of every blue and silver bleeding, hard-core Cowboys fan. The time has come… just do it.

What exactly do they need to do then? Just hold on to a fourth quarter lead? Just get a rebirth of the doomsday defense? Just get into the playoffs? Yes, yes, and yes. But why stop there? I say just get that sixth championship.

It seems like the Cowboys have had an opportunity to get there for a while now, and yet the chance have been squandered. I for one am frustrated beyond belief. But with every new year comes new hope. The new hope this year, outside of having a clean record and new opponents, is the fact that the defense is suppose to be much improved in year two of the Rex Ryan regime. Not only that, barring any major injuries, the secondary looks like it might be able to actually hang with the big boys this year.

Now not everything is all peaches and cream; nor will it be. Every team has question marks this time of year, and it seems like they are never completely cleared up, but rather they just migrate from one position to another. The Cowboys are no different. But I repeat the sentiment Nike presents in it’s inaugural year in the NFL; just do it Cowboys. Just do it.

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Tags: Cowboys Dallas Cowboys NFL Nike

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