The new Miss America will have the usual crown for her head, and shoes from DSW Shoe Warehouse on her feet.
Columbus, Ohio-based DSW Inc. on Monday announced it is becoming a national sponsor of the Miss America pageant and its official provider of footwear, under a long-term partnership with The Miss America Organization.
The retailer and Miss America organizers say they also will work together to develop a Miss America brand of shoes.
In a statement, Miss America Chairman Sam Haskell III says DSW's style fits with the updated competition and its message that Miss America is contemporary, hip and a style icon.
The 2010 Miss America pageant is Jan. 30 in Las Vegas and will feature all 53 contestants wearing shoes from DSW.