A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006. Now a Popeyes fast food restaurant on Google Maps.

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Entry from January 10, 2010
“How ‘bout them Cowboys?”

"How ‘bout them Cowboys!” is what Dallas Cowboys coach Jimmy Johnson said on January 17, 1993, after a 30-20 victory over the San Francisco 49ers that would send the Cowboys into professional football’s Super Bowl. (The Cowboys then beat the Buffalo Bills to win that Super Bowl.) The phrase is still used after a Cowboys victory, although it’s also sometimes used by critics in jest after a Cowboys’ loss.

“How ‘bout them Dawgs!”—about the Georgia Bulldogs with star running back Herschel Walker—had been popular in the early 1980s. The Dallas Cowboys filed to trademark “How ‘bout them Cowboys!” in 2015.

Wikipedia: Dallas Cowboys
The Dallas Cowboys are an American football team that plays in the Eastern Division of the National Football Conference (NFC) in the National Football League (NFL). They are headquartered in Valley Ranch in suburban Irving, Texas, which lies between Fort Worth and Dallas. The team plays its home games at Cowboys Stadium in Arlington, Texas, which finished construction in time for the 2009 season. The Cowboys joined the NFL as a 1960 expansion team. The team’s national following might best be represented by its NFL record of consecutive games in front of sold-out stadiums. The Cowboys’ streak of 160 sold-out regular and post-season games began in 1990, and included 79 straight sellouts at their former home, Texas Stadium, and 81 straight sell-outs on the road.

Wikipedia: Jimmy Johnson (American football coach)
James William “Jimmy” Johnson (born July 16, 1943) is a former American football coach who currently appears on Fox NFL Sunday, the Fox network’s NFL pregame show. He was the first football coach whose teams won both an NCAA Division 1A National Championship and a Super Bowl. In 1993, Johnson wrote Turning The Thing Around: My Life in Football (ghostwritten by Ed Hinton). Johnson currently lives in Islamorada in the Florida Keys where he spends most of his time fishing.

WikiAnswers: Who coined the phrase How Bout Them Cowboys?
Jimmy Johnson

Urban Dictionary
how bout them cowboys?!
What Dallas Cowboys fans say after the Cowboys win a game, make the playoffs, win the superbowl, or especially beat them Eagles.
Cowboys defeat Eagles 33-10

by Cowboys Fan Nov 7, 2005

Google News Archive
18 December 1979, Gadsden (AL) Times, pg. 14, col. 2:
What about them Cowboys!

18 January 1993, Fresno (CA) Bee, “Hog Wild About the Cowboys”:
“How about them Cowboys?” Johnson (Dallas Cowboys coach Jimmy Johnson—ed.) said. “That was a fantastic effort by our guys.”

19 January 1993, Austin (TX) American-Statesman, pg. A10:
“Hey Kelso, it’s 6 o’clock and how about them Cowboys?”
By John Kelso

Google News Archive
19 January 1993, Ellensburg (WA) Daily Record, pg. 8, col. 2:
How ‘bout them Cowboys?
DALLAS (AP)—Psst. Wanna know the four most popular words in Dallas? Well, besides Jimmy Johnson and Jerry Jones?

“How ‘bout them Cowboys!”

Sunday night’s newscasts had two big stories to report, and they led with America’s bombing of Iraq in the waning hours of a presidency.

More on that later, viewers were told, but first some good news.

How ‘bout them Cowboys!

It’s what coach Jimmy Johnson hollered in the exurberant locker room after Dallas’ 30-20 victory over San Francisco in the NFC championship Sunday.

Google Books
The Boys
By Skip Bayless
New York, NY: Simon & Schuster
Pg. 261:
But then Johnson spilled over with joy. “All I’ve got to say is, ‘How ‘bout them Cowboys!” The players cheered heartily, as if Johnson had finally proposed a toast to them and signaled the start of the year’s first celebration.

OCLC WorldCat record
How ‘bout them Cowboys! : the return of America’s team
Publisher: Kansas City, Mo. : Andrews and McMeel, ©1993.
Edition/Format: Book : English

OCLC WorldCat record
How ‘bout them Cowboys!
Author: Frank Coffey; Ernie Wood; Tony Seidl
Publisher: Dallas : Taylor Pub. Co., ©1993.
Edition/Format: Book : Biography : English

Dallas (TX) Morning News—Dallas Cowboys Blog
Dallas files to trademark the phrase How ’bout them Cowboys!
Published: August 26, 2015 7:29 pm
Jan. 17, 1993 … it was a glorious day for Cowboys fans.

The Cowboys defeated the San Francisco 49ers 30-20 in the NFC Championship Game at Candlestick Park, sending Dallas to the first of three Super Bowls in a four-year span.

Jerry Jones’ hire of Jimmy Johnson to replace the legendary Tom Landry had paid off. Two weeks later, the Cowboys hammered the Buffalo Bills 52-17 in Super Bowl XXVII.
How ’bout them Cowboys! became a rallying cry for America’s Team.

Now, more than 20 years later, the Cowboys have filed to trademark the phrase, according to Darren Rovell, ESPN Sports Business Reporter & Business Correspondent for ABC News.

Posted by Barry Popik
Texas (Lone Star State Dictionary) • Sunday, January 10, 2010 • Permalink