She also indulged her love for dance by teaching adult ... uniforms they want. But rival apparel makers can’t show their wares at those events, which are important showrooms for cheer merchandise.

Karen Noseff Aldridge, founder of uniform company Rebel Athletic, had risked her startup's entire $10,000 marketing budget to establish her brand at the event, the cheerleading calendar's big kahuna.

The Indianapolis Colts cheerleaders unveiled a new, less revealing uniform this week the team says breaks "traditional stereotypes" of cheer attire and is more conducive to its use — dancing.

Super Bowl cheerleading uniforms have come a long way in the event’s 45 year history, and the attire worn by last night’s squads offered full proof. The sidelines of last night’s face off ...