Justin Boot Co., Country Music Superstar Deliver "Strait Up" Collection

Horse Tack - Justin Boots Press Release

After two decades of mega hits in the country music business, multi-platinum superstar George Strait collaborates with the Justin Boot Co. to design a line of stylish, high-quality, western footwear that is set to debut at #1. The George Strait Collection hits shelves mid-September with four distinct lines ideal for ridin', ropin', workin', dancin' or just plain relaxin'. Fans of both Justin and George appreciate the stylish, comfortable and functional designs created for "life. strait up." Much more than a line of cowboy boots, this men's and women's lifestyle collection is set to fulfill every need of the active consumer and is sure to have them singing. In fact, the sell-in of the collection has far exceeded expectations and has retailers chomping at the bit for more.

Shop for Justin Boots George Strait Collection

The George Strait Collection pushes the limits of footwear technology, style and comfort thereby enticing consumers to kick off their old boots and slip on a new pair. But that's not the only reason the new collection is sure to be a chart-topper. Consumers purchasing a pair through Oct. 15 - or while supplies last - get a free George Strait Limited Edition Collectors Series CD featuring such hits as "Amarillo By Morning" and "Write This Down."

"I've always been a fan of Justin Boots and have worn them in every aspect of my life," said Strait. "That's why a signature line of comfortable, high-quality footwear made perfect sense. The Justin Boot Company represents a legendary line of products and my line combines that heritage with advanced technology to create a stylish, premium collection that I'm pleased to call my own."

While Strait is a Country music superstar, he's also a real cowboy who lives the Code of the West. When it comes to footwear, Justin has been the standard of the West for over 125 years, so it was only natural for these two great names to collaborate on a premier line of western footwear.

"George is the essence of everything western-hard working, authentic and 'straight-up true, which is why I thought this collaboration was such a natural fit'" said Randy Watson, president, Justin Boot Company. "We've enjoyed working with him over the last decade and the new collection really takes the relationship to another level. It's been great to have the opportunity to extend our partnership and create a quality product consumers will love."

The George Strait Collection is one of the most technologically-advanced, comfortable and stylish lines anywhere-consumers will pull it off the shelf for its style and they'll buy it for its comfort features highlighted by Justin's exclusive J-Flex® Comfort System. It's like someone broke them in before they even hit dirt. Culminating later this fall, with the release of the Cowboy Series, a vibrant and exciting performance line from Justin, the George Strait Collection is designed to be the footwear solution for any western activity.

The Justin Boot Company is committed to ensuring the George Strait Collection is a success by putting a fully-integrated marketing campaign behind the launch. Justin's marketing plan includes advertising via print, broadcast and electronic media outlets; public relations support and consumer promotions.

As with all Justin Boot Company retail purchases, a percentage of sales of the George Strait Collection will go to the Justin Cowboy Crisis Fund, which provides support to professional rodeo athletes and their families in the event of injury. Justin is proud of the Fund, which helps fill the financial void created when injuries interfere with the careers of those who have dedicated their lives to the sport of rodeo.

Justin Brands, Inc., a recognized leader in Western footwear, is a Berkshire-Hathaway corporation (NYSE: BRKa) and its divisions include Justin Boot Company, Tony Lama Company, Nocona Boot Company, Chippewa Shoe Company and Justin Original Workboots.
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