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Justin Boots is excited for the release of an upcoming campaign — The Standard of the West. Since H.J. Justin founded the iconic Western brand in 1879 on the edge of the frontier in  Spanish Fort, TX, the company has remained focused on building high-quality boots and honoring their heritage. The Standard of the West campaign centers around a short film and highlights the character woven into every pair of Justin Boots and the people who wear them. 

This exclusive short film bridges past and present through candid, in-depth interviews with four world-class athletes who live the western lifestyle. They are great examples of the Standard of the West because they live with determined character and steadfast integrity while honoring the traditions of the cowboys and cowgirls who came before them.  

World Champion Bullfighters Dusty Tuckness and Cody Webster, World Champion Barrel Racer Sherry  Cervi, and Tampa Bay Buccaneers Linebacker Devin White live by The Standard of the West. Throughout the short film, viewers will experience candid conversations that reveal the unique perspectives of these athletes. They graciously open up about the challenges and triumphs encountered on their road to success and how they aspire to live out the Standard of the West each day. 

Dusty Tuckness is an example of a cowboy who continually puts his best foot forward and lives with strong convictions. Cody Webster works in constant pursuit of excellence while still honoring the traditions of the bullfighters who came before him. Sherry Cervi exemplifies the cowgirl way by walking with grit and humility at the highest levels of rodeo and everyday life. Devin White is a cowboy fueled by a passion for horses and competition at the top of his game.

“H.J. Justin built the Justin Boot Company on perseverance, integrity, grit, and character. The Standard of the West short film pays tribute to the values that drive us daily – more than 140 years later,” says  Greg Crouchley, President of Justin Brands. “Standards that tell us to work hard and never give up.  Standards that drive our desire to take risks for a better outcome in life. Standards that motivate us to stand our ground but live respectfully. Standards we put into every pair of boots we make.” 

The Standard of the West short film by Justin Boots will debut on Monday, November 29, 2021, at 8 pm ET with a special feature on the Cowboy Channel. For more information, please visit  JustinBoots.com/SOTW.

[Press release courtesy of Justin Brands.]