Rocky's western footwear division is excited to announce its sponsorship of two-time Professional Bull Riding World Champion Justin McBride for The American rodeo competition March 2 at AT&T Stadium in Arlington, Texas.

"We are thrilled to have Justin McBride representing Rocky at The American," said Kristin Dille, Brand Manager for Rocky's western division. "Rocky makes some of the toughest and most technology driven boots in western footwear, so partnering with a champion like Justin McBride is a great fit."

In a competition unlike any other, the world's best cowboys and cowgirls will compete in seven different events at RFD-TV's The American presented by Polaris Raner. The best of the best will get the opportunity to face off in the arena for the world's richest one-day rodeo and their chance at $2 million.

For his first time in five years competing in bull riding, McBride will proudly sport Rocky footwear, as well as the Rocky logo both inside and outside the arena, as well as display the Rocky logo whenever possible at rodeos, major rodeo events, when conducting clinics and making public appearances. He will also promote the Rocky brand through his website, Facebook page and Twitter account and in his local, regional and national media relations. In turn, Rocky will utilize McBride in its marketing materials.

“The thing about Rocky is it’s a lot like bull riding; it’s got to be tough.” McBride said. “You’ve got to be tough to be a bull rider and you’ve got to have tough gear to accomplish that. Whether it’s in the arena or out in the field hunting, from the apparel to the boots, head to toe I’m covered and ready for any situation with Rocky.”

Founded in 1932, Rocky manufactures and markets rugged outdoor, military, duty, work and western footwear, apparel and accessories. The company’s products are available in nearly 3,000 retail and catalog outlets. It is a division of Rocky Brands. More information can be found at www.rockyboots.com .