"How bout them Cowboys!"
It’s a phrase that triggers an immediate, visceral reaction. If you’re in North Texas, it’s a rallying cry. If you’re in Philadelphia or New York, it’s probably the most annoying string of words in the English language. But where did it actually come from? Most people think it’s just a generic cheer, something fans scream after a big play at AT&T Stadium. Honestly, it’s way more specific than that. It’s a piece of NFL history that dates back to a very particular, muddy afternoon in San Francisco.
The year was 1993. The Dallas Cowboys had just dismantled the San Francisco 49ers in the NFC Championship game. The 49ers were the dynasty of the 80s, the "team of the decade," and Dallas was the young, brash upstart. In a cramped, sweaty visitors' locker room at Candlestick Park, head coach Jimmy Johnson stood on a bench. He didn’t give a long, poetic speech. He just yelled those four words. It was defiant. It was a statement that the power balance in professional football had officially shifted.
The Afternoon Everything Changed for Jimmy Johnson
Jimmy Johnson wasn't exactly known for being humble. He’d built a powerhouse at the University of Miami and brought that same "U" energy to Irving, Texas. When he screamed "How bout them Cowboys," he wasn't just happy they won. He was rubbing it in. He was telling the world that the team he built from a 1-15 laughingstock in 1989 was now the king of the mountain.
That specific moment was captured on film, and it became the unofficial anthem for the 90s dynasty. You've got to remember the context of that 1992-93 season. The Cowboys were led by the "Triplets"—Troy Aikman, Emmitt Smith, and Michael Irvin. They were flashy. They were loud. They had a swagger that most teams simply couldn't handle. When Jimmy yelled that phrase, it perfectly encapsulated the "America's Team" persona that Jerry Jones was marketing to the moon.
Why the Phrase Still Stings for Rival Fans
Go to a sports bar in D.C. and say "How bout them Cowboys" after a Dallas loss. You’ll get a very different reaction. The phrase has become a double-edged sword. It’s the ultimate boast when things are going well, but it’s the ultimate punchline when they aren't. Since the mid-90s, the Cowboys haven’t reached an NFC Championship game, yet the phrase remains as ubiquitous as ever. It’s basically a meme that existed decades before memes were a thing.
The hate for the phrase usually stems from the perceived arrogance of the Cowboys' fanbase. Because the Cowboys are consistently one of the most-watched teams in the league—regardless of their record—the phrase gets amplified. It’s a brand. It’s on T-shirts, bumper stickers, and etched into the social media bios of millions. For rivals, it represents a team that lives on past glory. For fans, it’s a reminder of a time when Dallas truly was the center of the football universe.
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The Jerry Jones Factor
You can’t talk about the culture of the Dallas Cowboys without talking about Jerry Jones. He’s the one who kept the "How bout them Cowboys" energy alive even through the "dark ages" of the early 2000s. Jerry understands marketing better than almost anyone in sports history. He knew that even if the team wasn't winning Super Bowls, the image of the winning Cowboys had to remain intact.
The phrase is part of the "show." When you walk into the $1.3 billion "Jerry World" in Arlington, you’re buying into a lifestyle. It’s not just about a 60-minute game. It’s about the cheerleaders, the giant screen, and the history. Jimmy Johnson might have coined the phrase in a moment of raw emotion, but Jerry Jones turned it into a global trademark.
Breaking Down the 90s Dynasty: The Real Origin
Let’s get into the nitty-gritty of that 1992 season. The Cowboys finished 13-3. They weren't just winning; they were bullying people. The defense, coordinated by Dave Wannstedt, was incredibly fast. They didn't have a bunch of household names like the offense did, but they were relentless.
When they met the 49ers in the playoffs, it was the "Real" Super Bowl. Whoever won that game was going to crush the Buffalo Bills in the actual Super Bowl (which Dallas did, 52-17). The tension leading up to that NFC Championship was insane.
- The 49ers had home-field advantage.
- The field was a mess—muddy and slow.
- The Cowboys were young and hadn't been there before.
When Alvin Harper caught that slant from Troy Aikman and ran it down to the 10-yard line to seal the game, the emotional release for the Cowboys was massive. That’s the atmosphere that birthed the phrase. It wasn't a calculated PR move. It was Jimmy Johnson, probably 90% adrenaline, letting out four years of frustration.
The Modern Evolution of the Cheer
Fast forward to today. "How bout them Cowboys" has taken on a life of its own on social media. After a big win, #HowBoutThemCowboys will trend globally within minutes. It’s used by Dak Prescott, Micah Parsons, and every celebrity fan from Post Malone to LeBron James (well, when he was a fan).
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But there’s a nuance here. Nowadays, fans often use it ironically. When the Cowboys suffer a heartbreaking playoff loss—like the "Dez Caught It" game or the various late-game clock management disasters—the rest of the NFL world throws the phrase back in their faces. It’s a linguistic tug-of-war.
What Most People Get Wrong About the Phrase
A common misconception is that the phrase started with Tom Landry. It didn't. Landry was the stoic, fedora-wearing architect of the original Cowboys, but he was far too dignified for a locker room scream-fest. The Landry era was about "The Flex" defense and quiet excellence. The "How bout them Cowboys" era was the "Bad Boys" version of the NFL.
Another myth is that it’s grammatically incorrect just to be "Texas." While the "them" instead of "those" certainly fits the Southern aesthetic, it was more about the rhythmic cadence. "How about those Cowboys" just doesn't have the same punch. It doesn't roll off the tongue during a victory celebration. Jimmy Johnson, a Port Arthur, Texas native, spoke from the gut.
The Impact on Sports Broadcasting
Broadcasters like Pat Summerall and John Madden helped cement the phrase into the national consciousness. During the 90s, it felt like Madden and Summerall called every single Cowboys game. They would replay the clip of Jimmy in the locker room constantly. This helped transition the phrase from a locker room moment to a household staple.
It also changed how coaches were perceived. Before Jimmy, coaches were mostly seen as these remote, professorial figures. Jimmy showed that a coach could be a rockstar. He was the face of the franchise as much as Troy Aikman was. That locker room speech was the first real "viral" coaching moment before the internet existed.
How to Actually Use the Phrase (If You're a Fan)
If you're going to say it, you’ve got to know the rules. It’s not a greeting. You don't just walk up to someone and say it.
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- Timing is everything. You say it immediately after a touchdown or a win.
- The Inflection. It’s not a question. Even though it's technically a question, it should be delivered as an exclamation.
- Know the History. If someone asks you who said it first, and you say "Dak Prescott," you’re going to lose all credibility.
The Cultural Weight of a Four-Word Sentence
It’s rare for a sports team to have a catchphrase that survives three decades. Think about it. The "Steel Curtain" refers to a specific 70s defense. "The Greatest Show on Turf" was a specific era for the Rams. But "How bout them Cowboys" has outlived the players who were in the room when it was first yelled.
It has become a shorthand for the Cowboys' identity. It represents the "all or nothing" nature of the franchise. It’s about the glitz, the high expectations, and the polarizing nature of being the most valuable sports franchise in the world. Whether you love them or hate them, the phrase forces you to acknowledge them. You can't be indifferent to a "How bout them Cowboys."
Moving Forward: The Next Generation
As the Cowboys enter the 2024 and 2025 seasons, the phrase is being passed down to a new generation of fans who never even saw Jimmy Johnson coach. For them, it’s about Micah Parsons' sacks and CeeDee Lamb's catches. But the ghost of 1993 still hangs over it. Every time a fan yells it, they are subconsciously chasing that feeling of being the undisputed best in the world.
The Cowboys are currently in a fascinating spot. They have the talent, but they are fighting against a decades-long drought of postseason success. This makes the phrase even more loaded. Is it a proud tradition or a heavy burden? Honestly, it’s probably both.
Actionable Takeaways for the Die-Hard Fan
If you want to lean into the "How bout them Cowboys" lifestyle, here’s how to do it with some historical respect:
- Watch the 1992 NFC Championship Highlights: Understand the mud, the grit, and the tension of that 49ers rivalry. It makes the phrase feel earned.
- Study the Jimmy Johnson Era: Read his books or watch his documentaries. The phrase wasn't just a fluke; it was the result of a very specific, high-pressure coaching philosophy.
- Use it Wisely: Save the big "How bout them Cowboys" for the moments that truly matter—like beating a division rival or clinching a playoff spot. Overusing it after a preseason win against backups kind of dilutes the magic.
- Respect the Jinx: Cowboys fans are notoriously superstitious. Some believe saying it too early in a game is a guaranteed way to trigger a fourth-quarter collapse.
At the end of the day, "How bout them Cowboys" is more than just words. It’s an artifact of NFL history. It’s a bridge between the glory days of the 90s and the modern-day circus of being a Cowboys fan. It’s loud, it’s polarizing, and it’s never going away. Love it or loathe it, it’s the heartbeat of the Star. Go ahead and say it—just make sure you mean it.