It might make the Dallas Cowboys the butt of jokes, but Jerry Jones will go pink for profit in his $1.2 billion football palace.
A Victoria's Secret PINK store will open Monday at Cowboys Stadium, a first at a professional sports stadium or venue.
"We think it's cute as a bug and very in place to show it and sell it out there," Jones said Friday on KRLD-FM.
The Cowboys sent out a news release promoting a ceremonial ribbon-cutting event that will take place a few hours before the Cowboys kick off against the Chicago Bears. Victoria's Secret models Elsa Hosk and Jessica Hart will be among the dignitaries there along with Charlotte Anderson, Jones' daughter and the Cowboys' executive vice president for brand management.
According to the release, Victoria's Secret PINK is a "fully articulated lifestyle collection for young women that include bras, panties, loungewear and sleepwear."
The Cowboys Stadium store, which will be located on the main concourse club area above Entry A, will sell Victoria's Secret PINK merchandise that features the Cowboys' name and star logo.