Dallas Cowboys · Franchise era 1 of 6
The expansion Cowboys: the Dallas Cowboys story
Franchise era
1960—1965
The expansion Cowboys
Dallas Cowboys
The story in one sentence
Dallas began without a win but patiently built around Landry's systems and Lilly's dominance until the roster was ready to contend.
Landry installs the flex defense
Don Meredith, Bob Lilly and Don Perkins gave the era its recognizable core.
Its ending created the conditions for america's team.
Timeline
How it unfolded
The foundation
The franchise context
Dallas moved from winless expansion team to America's Team, then from Landry's sustained excellence to the Triplets' three championships and a modern era of regular-season success without the same January finish.
1960—1965
The expansion Cowboys
Dallas began without a win but patiently built around Landry's systems and Lilly's dominance until the roster was ready to contend.
After 1965
What came next
The Cowboys posted twenty consecutive winning seasons, reached five Super Bowls in the decade and won two behind Landry's preparation and Staubach's late-game poise.
The core