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The legendary 142-year-old boot company entered a new partnership with the first 24-hour television network totally dedicated to western sports and the western lifestyle. As part of the multi-faceted collaboration, Justin Boots and The Cowboy Channel have exciting projects that lay ahead for 2021. 

The partnership kicked off with Justin Boots as the presenting sponsor of the Road to the Horse broadcast and Tailgate Party on the Cowboy Channel. Live from the Fort Worth Stockyards from March 25-28, the Cowboy Channel’s on-air talent featured interviews and commentary from contestants during The Road to the Horse Tailgate Party. Justin Boots debuted their new Vintage collection that will be available this fall and hung out on the Cowboy Channel lawn all weekend hosting a boot giveaway contest. 

To celebrate the monumental partnership, Justin Boots and The Cowboy Channel are thrilled to announce a number of exciting events coming soon. 

● The Cowboy Channel’s broadcast studio in the heart of the Fort Worth Stockyards has been re-branded to The Justin Studio. The once-functioning historic auction barn will be decked out with historical Justin Boots signage, photography, and products to celebrate the partnership. Studio tours are coming soon – see the studio in action and get a Hollywood experience during live broadcasts! 

● Justin Boots and Cowboy Channel are introducing a weekly Justin Sportsmedicine Team® Report that will provide highlights and updates, tips and tricks, profiles, and insider information on Western Sports Round-Up. 

● Ladies Night is coming every Tuesday evening in the fall! Ladies Night on the Cowboy Channel is all about celebrating confidence, illustrating hard work, and being a fearless trailblazer. RanchHer, Rodeo Queens, and Debbe Dunning’s Dude Ranch Round-Up will all premiere each Tuesday night during Ladies Night. 

“Since we opened the doors to The Cowboy Channel studio we have been looking for the perfect company to partner with and Justin is just that,” says Raquel Gottsch CEO of The Cowboy Channel. “Both our brands and passions align so well within the western industry. This partnership with Justin will be able to give us the opportunity to share more of the stories from our athletes, medical professionals, and stock contractors, the best is still yet to come with The Cowboy Channel now thanks to Justin.” 

“Our partnership with The Cowboy Channel has been a long time in planning, and we are excited to announce The Justin Studio, the Justin Sportsmedicine Team® Report, and more,” says Greg Crouchley, President of Justin Brands, Inc. “The Cowboy Channel’s devotion to rodeo and the western way of life makes this an exceptional partnership and we can’t wait to see what the future brings for our two iconic brands.”

(Press release courtesy of Justin Brands, Inc.)