Columbia Sportswear is going new ways in sports sponsoring having sealed an agreement with football team Dallas Cowboys, one of the franchises of the National Football League (NFL). The two new partners have agreed on joint marketing a co-branded line of sportswear, outerwear and accessories for men, women and young people. The collection is set to hit the stores in spring 2015. The U.S. outdoor company describes the move as a “first-of-its-kind partnership” between an outdoor brand and a major NFL team. Columbia sees the Dallas team as one of the NFL members with the strongest number of fans. The collection includes also parts of the brand’s Performance Fishing Gear line, which is said to be especially successful in Texas. According to its own information, the Dallas Cowboys are the only NFL team bearing the exclusive rights to market its own merchandise.