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Brian Schottenheimer New Cowboys Culture No Longer '53 Brands'

Originally posted on Athlon Sports | By Adam Schultz | Last updated May 21, 2025 4:00 PM ET

Dallas Cowboys head coach Brian Schottenheimer wanted to change the culture at The Star, and it's clear the changes he's already made are having an impact.

With players' lockers being switched around, the ping pong table moved to the locker room, coaches going to dinners with players, and an infectious energy out on the practice field, Schottenheimer isn't just talking the talk, he's walking the walk too.

As OTAs are underway at The Star, there is a different vibe at the facility, almost like a college atmosphere, and for receiver CeeDee Lamb, he loves the new direction under Schottenheimer, and his comments might be showing a shift in the 53-brands culture that has plagued the franchise for so long.

"I feel like in college everybody was in love with the game not really just here for work, granted that's what we here for, but just being a student of the game, loving what you do, perfecting your craft every day and being present, being where your feet are," Lamb said. "I'm happy we're not doing too much talking on the internet, so let's just get the work done. We'll show the world during the season."

Okay, CeeDee, we hear you.

The comment on the internet has hit us between the eyes. That, my friends, is the definition of the beginning of Schottenheimer's culture shift.

Granted, it is only early in the Schotty era, but Lamb's happiness that there isn't much talk on the internet suggests that maybe the "53 brands" could be pushed into the background.

Is the main thing now staying the main thing?

If so, that might be the very start of what Schotty hopes might be the best off-field shift the franchise has seen in years.

This article first appeared on Athlon Sports and was syndicated with permission.

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