FRISCO — Jerry Jones’ “Zeke Who?” comment during running back Ezekiel Elliott’s training camp holdout was a memorable moment. So, too, was the unveiling of the “Zeke Who?” T-shirts born from the wisecrack.
Jones, being the businessman he is, turned those moments into something profitable. Now, he and the Cowboys have turned them into a charitable endeavor.
The Cowboys, on behalf of Elliott, are donating $150,000 to The Salvation Army, Charlotte Jones Anderson, executive vice president and chief brand officer, announced Tuesday alongside representatives from The Salvation Army and Elliott.
“With that T-shirt we decided ‘Well, why don’t we just print them, sell them — because we’re the Cowboys, that’s what we do — and donate all the proceeds on behalf of Zeke to The Salvation Army,” Jones Anderson said.
When Elliott signed his $90 million contract extension in September, he announced he was donating $100,000 of it to The Salvation Army.
Elliott said his relationship with the charitable organization has only gotten stronger since his 2016 touchdown celebration ended with him jumping into the red kettle at AT&T Stadium. That celebration led to a 61% donation increase, according to The Salvation Army.
Elliott says the moment is still brought up three seasons later, even more so in the days leading up to the Thanksgiving game.
“I never could have imagined it would’ve got that amount of attention and done so well, but I’m grateful I did it and grateful for all the positives it helped bring,” Elliott said.
Last season, Elliott’s celebration involved dropping $21 into the kettle behind the endzone at AT&T Stadium. He also picked up quarterback Dak Prescott and dropped him into a kettle, a move that drew a unsportsmanlike conduct penalty. This year, however, Elliott said he’s not sure what he’ll do — if anything at all.
“I don’t know. It’s a little tough, you know. You can’t get that 15-yard penalty,” Elliott said. “That’s a little tough, to give up 15 yards in the game. So, we’ll see.”
The Cowboys (6-5) return to AT&T Stadium on Thursday to host the Buffalo Bills (8-3). Dallas is looking to get its first win over an opponent with a winning record.
Elliott said winning games in general takes top priority.
“Every week is important to go get a win, but we’re definitely to the point where it’s crunch time,” Elliott said. “We’ve got to string some games together so we can get on a roll heading into the playoffs.”
