IRVING, Texas — They caught the attention of fans in the 1970s by shimmying and high-kicking in their short-shorts and fringed vests on the sidelines, rooting for "America's Team."
Thirty years later, the Dallas Cowboys cheerleaders are as popular as ever — posing for a swimsuit calendar, appearing in TV commercials and performing at military bases worldwide — regardless of the team's fortunes.
At the Cowboys' home opener Sunday, about 125 former cheerleaders are expected at a halftime performance with the current squad to celebrate their 30th anniversary.
"We've had a magical mix of Dallas, Texas, being glamorous and the home of J.R. Ewing and the Dallas Cowboys being in Super Bowls," said Kelli McGonagill Finglass, who cheered from 1984-89 and has been the squad's director since 1991. "The cheerleaders have been sharing in that image, and we also work very hard at not letting it die."
The football team began playing in 1960 and won its first Super Bowl after the 1971 season. The following year, then-president Tex Schramm wanted to entertain fans with professional dancers rather than traditional high school cheerleaders.
The seven-member squad debuted in 1972, a year after Texas Stadium opened.
"People went crazy. We weren't even ready for it," said original member Dixie Smith Luque, now a 48-year-old real estate agent in Dallas. "People were screaming, yelling, wanting our autographs and throwing flowers before we even walked on the field."
The cheerleaders' popularity skyrocketed after the Cowboys' second Super Bowl victory following the 1977 season. The squad appeared in TV specials, a shampoo commercial and a two-hour TV movie. Overseas appearances followed.
The appeal hasn't faded. About 600 women try out for the squad annually. This year, some 1,000 hopefuls auditioned in 46 U.S. cities as a talent scouting company helped in the search.
This year's 33-member squad includes teachers, dance instructors, a massage therapist, a legal assistant, even an auditor. Their ages range from 18 to 36. Some are students, some have master's degrees.
Women say they want to be Cowboys cheerleaders not for the money — $50 per game, sometimes more for other appearances — but for the chance to travel and dance.
"I remember seeing the cheerleaders on 'The Love Boat' when I was a child, and that interest has always been with me," said Iris Steward, 33, a former stock broker who tried out six times before making the squad three years ago. "There's really a lot of work and preparation, and in order to stand out, you have to work hard."
Organizers insist there are no height or weight requirements, only that women "look well-proportioned in dancewear."
But cheerleaders are required to step on scales each week and are reprimanded harshly if they've put on extra pounds.
"They want you to stay your tryout weight, and it's for our benefit," said newcomer Leah Lyons, a 23-year-old nurse. "I'd rather hear (criticism) from them than have someone in the stands say, 'Oh my — she's fat!' It makes you want to look better."
There was a glimpse of the strict rules as HBO's "Hard Knocks," which documented the football team's training camp this summer.
Choreographer Judy Trammell appeared tougher than Cowboys coach Dave Campo at times, barking at and berating the cheerleaders for everything from gaining weight to minor flubs in dance routines.
"I'm not going to make excuses for the fact that we are regimented, passionate and disciplined," Finglass said. "You have to maintain standards, and there's no gray area."
The cheerleaders recently performed on their 47th USO tour of military bases worldwide, and they appear at various charity and corporate events.
The trademark uniform — a long-sleeve low-cut blue blouse, short white-fringed vest with blue stars, tiny white shorts and white cowboy boots — has had only a few minor changes since 1972. A few years ago, the traditional boots were scrapped for more comfortable ones made specifically to fit each woman's foot.
Cheerleaders are allowed to wear the uniform only at approved functions. While it's on, they can't drink alcohol or smoke.
There are more rules. Cheerleaders can't date players, coaches or other Cowboys employees; they can't leave the group when traveling for games or charity events; and they are always accompanied by a member of the administrative staff on overnight trips.
Even former cheerleaders don't get off the hook when it comes to reunion performances. Trammell and Finglass planned three days of rigorous practices before Sunday's show.
"They want it to look professional . . . but you won't see us out there doing high kicks," Luque, who has a 7-month-old grandson, said with a laugh. "And we won't be wearing that uniform."