Dallas — A single celebrity visit has produced an outsized economic ripple at a longtime Dallas retail fixture. Wild Bill’s Western Store, a North Texas shop in business more than 40 years, reported its best month ever after Norwegian soccer star Erling Haaland stopped in during the recent World Cup run and posed for photos while trying on cowboy gear.
Surge in sales, new international demand
Owner Cody Newport said the store sold more than 2,000 T‑shirts after Haaland’s appearance, and began shipping merchandise internationally. Newport told local media the month was the best in the store’s history, and he expects demand to continue even after the World Cup concludes.
"Last month was the best month the store has ever had in the history of the store," Newport said.
The visit was informal. Newport said store staff initially agreed to receive a player without knowing the identity. Within an hour, Haaland was trying on cowboy hats, getting fitted for boots, and posing in a T‑shirt that read, "Y'all Can Kiss My Dallas." Before leaving, he purchased a taxidermied raccoon holding a whiskey bottle — an item that had been intended as a store decoration — and was later seen carrying it on a plane back to Norway.
What this means for Dallas retailers and tourism
The episode illustrates how global attention from major sporting events can translate into immediate revenue for small, locally owned businesses. Wild Bill’s, established for roughly four decades, converted a celebrity stop into sustained online orders and international shipping — outcomes that can change inventory strategies, marketing priorities and staffing for independent retailers.
- Local jobs and revenue: A spike in sales can stabilize payroll and justify additional hiring or hours during peak demand.
- Marketing value: Celebrity exposure functions as high-value earned media for independent stores, often with far lower cost than paid campaigns.
- Tourism boost: Visits by high-profile figures draw visitors and attention, reinforcing Dallas’s role as a host city during global events.
Store details and immediate outcomes
Wild Bill’s has capitalized quickly: expanding shipping, fielding international orders and forecasting continued purchases. The owner expects the momentum to outlast the tournament.
| Fact | Details |
|---|---|
| Store tenure | More than 40 years in operation |
| T‑shirts sold | More than 2,000 following the visit |
| Notable purchases by Haaland | Attempted cowboy hats, boot fitting, posed in a T‑shirt, bought a taxidermied raccoon |
| Sales channels | In-store surge and new international shipping |
For Dallas, the incident is a reminder that the economic footprint of international events goes beyond hotels and stadiums. It reaches independent merchants on city streets, who can see dramatic short-term gains and enduring business shifts when the world’s cameras—and icons—come through.
City officials and business leaders tracking tourism and retail trends will likely view the Wild Bill’s experience as a case study in leveraging momentary attention into longer-term demand. For other small businesses, it underscores the importance of being ready for sudden spikes in interest and the potential benefits of having e-commerce and shipping capabilities in place.
