The Dallas Cowboys’ Super Bowl drought isn’t just lingering-it’s starting to feel like part of the franchise’s identity. For the second straight year, the Cowboys missed the playoffs, wrapping up a 7-9 season that echoed their 7-10 finish in 2024.
Despite making the postseason three times in the last five years, Dallas hasn’t looked like a serious contender in any of those runs. And with their last Super Bowl win still sitting all the way back in 1995, the frustration among fans is understandable.
But if you ask franchise legend Emmitt Smith, the Cowboys are still “America’s Team,” no matter what the win-loss column says. Appearing on the Up & Adams show, Smith made it clear that the brand power of the Cowboys hasn’t faded-even if the results on the field haven’t matched the legacy.
“That brand has been with us forever, and that’s like changing Nike,” Smith said. “People can say what they want to say, but they’re still walking around in Nike shoes.”
His point? The Cowboys’ identity is bigger than just the last few seasons.
The nickname “America’s Team” wasn’t something handed out lightly-it was earned through decades of national appeal, prime-time exposure, and a history of success that still resonates. Smith believes that identity remains intact.
“Dallas Cowboys are going to be and will remain America’s Team because they coined it, OK? And it’s been branded that way and it will continue to be that way,” he added. “All we have to do is just get to the winning ways.”
And that’s the key: winning. The Cowboys still have the brand, the fan base, the national spotlight. What they need now is the roster to match.
That brings us to George Pickens.
After arriving in Dallas via a trade from the Pittsburgh Steelers in May, Pickens wasted no time making his presence felt. The 2025 season was a breakout campaign for the young wideout, who posted career highs across the board: 93 receptions, 1,429 yards, and nine touchdowns. He became the go-to weapon in the passing game, and his chemistry with the Cowboys’ offense was undeniable.
Now, Dallas is staring down a major offseason decision: do they lock up Pickens with a long-term deal, or risk letting him hit free agency?
Given his production and the fact that he’s entering his prime, Pickens is in line for a significant payday. The Cowboys will need to weigh the value of securing a dynamic offensive weapon against other roster needs-particularly on the defensive side of the ball, where upgrades are clearly needed heading into 2026.
The Cowboys' defense struggled to generate consistent pressure and had breakdowns in key moments throughout the season. If Dallas wants to get back to the postseason-and eventually back to the Super Bowl conversation-they’ll need to address those issues with urgency.
But make no mistake: keeping Pickens in Dallas should be a top priority. He’s not just a stat sheet filler-he’s the kind of player who can shift a game, stretch a defense, and give your quarterback a reliable option on every down. In a league where elite receivers are at a premium, letting a talent like Pickens walk would be tough to justify.
So while the Cowboys may be stuck in a Super Bowl drought, the pieces to build something better are starting to emerge. The brand is still strong, the fan base is still loyal, and in players like Pickens, there’s reason to believe the future could be brighter-if the front office makes the right moves.