Justin Boots and The Cowboy Channel Announce Collaborative Partnership

Introducing The Cowboy Channel’s Justin Studio

(Fort Worth) - 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

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

About Cowboy Channel

The Cowboy Channel is the official network of ProRodeo and the first 24-hour television network totally
dedicated to western sports and the western lifestyle. Headquartered in the Fort Worth Stockyards, The
Cowboy Channel features content focused on ProRodeo, bull riding, roping, reining, barrel racing, and
other western sports genres, along with western fashion and music. The lineup also features a wide
variety of “live” coverage from major western events showcasing the world’s toughest and most talented
cowboys and cowgirls. The network enjoys distribution into 42 million homes on cable/satellite systems
on Altice, Charter Spectrum, DISH, DIRECTV®, AT&T U-Verse, Cox, Comcast, Mediacom, Verizon FIOS TV,
and many other rural cable systems. In addition, The Cowboy Channel can be streamed online via The
Cowboy Channel Plus at cowboychannelplus.com, DIRECTV NOW, Roku, iOS, Android, Firestick, Apple TV,
and Sling TV’s Heartland Extra package. For more information, please visit thecowboychannel.com.

Facebook: @CowboyChannel | Twitter: @Cowboy_Channel | Instagram: @TheCowboyChannel

About Justin Boots

Justin Boot Company has been handcrafting western footwear in the U.S. since 1879 when founder H.J.
Justin mastered the craft of boot-making using only the finest leathers and quality materials for superior
craftsmanship. When you’re wearing Justin Boots, you’re always culturally in tune with western fashion,
deep in the heart of the western lifestyle. Offering comfortable, authentic western footwear for men,
women, and kids for every occasion, Justin Boots are an icon in western culture. The Standard of the
West since 1879, Justin Boots remains committed to providing dependable footwear at a value, along
with a prominent focus on handcrafting boots in the U.S. with global parts. For more information, visit

Facebook: @JustinBoots | Twitter: @JustinBoots | Instagram: @JustinBoots_