More than 500 miles from AT&T Stadium, there’s a Dallas Cowboys tradition that’s unlike any other. You might expect it in Dallas or Arlington, but to find it in a Brownsville neighborhood, in far South Texas, is surprising, loud and heartwarming. It’s called La Pitada.
The name means “the honking.” After every Cowboys victory, hundreds of vehicles and a few thousand people hit Southmost Road in a cacophony of honking, whistling, music and victorious gritos (shouts). It’s a moving feast, a mobile tailgate, an impromptu parade—a sacred rite of celebration for the Cowboys faithful.
Fans drive slowly, honking vigorously, windows down, collectively expressing their joy. And to make it all the more joyful, taquerias fill the air with the scent of their aromatic spices.
I went to a recent pitada with photographer and friend Erich Schlegel so that he could capture the display of chaotic bliss for Texas Co-op Power. He took photos like a combat photographer while I held the light, risking our lives in the middle of the street for the perfect shot.
I like that there is no official organization behind La Pitada. There’s nothing top-down about it. It’s a grassroots tradition, of the people, by the people and for the people.
All that’s needed is a Cowboys win. As soon as that happens, la gente jump into whatever vehicle is handy—including hot-rods and low-riders—wearing Cowboys hats, caps or helmets and take off with window flags flapping.
Some kids stand up through sunroofs, waving pennants. Pickups mount 6-foot Cowboys flags that billow to full length. Motorcyclists, sometimes with faux Cowboys cheerleaders riding behind them, rev their engines. There’s even a house along the route painted in silver and blue.
La Pitada is raucous but peaceful. Celebratory whistles never cease. “Go Cowboys” is heard often, but the most common mantra uses more colorful verbiage.
La Pitada started in the glory days of the 1990s when the Cowboys won three Super Bowls. In the late ’70s, the Cowboys came to be known as America’s Team, but they also became Mexico’s team after Spanish-language broadcasts of the games aired in Mexico. It helped that the Cowboys for decades had kickers with roots in Mexico and soccer: Efren Herrera, Rafael Septién and Danny Villanueva.
Southmost is an old immigrant community where Spanish is the first language of the majority of people. They have strong familial ties to Mexico.
If the Cowboys ever win the Super Bowl again, La Pitada that day will be legendary. Might just be bigger than Dallas!
