The phrase comes from Dallas Cowboys coach Jimmy Johnson after the team beat the San Francisco 49ers in the NFC Championship Game on January 17, 1993. Johnson burst into the locker room and shouted the line to his players, and the moment was captured on camera before Dallas went on to win Super Bowl XXVII. The clip has since lived on in sports broadcasts, highlight packages and online edits, where Cowboys fans use it as a rallying cry and rivals use it sarcastically after losses.