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The Lasso Effect

Durango and PRCA boots collab meets the muster of champion riders.

Durango Boots, a division of Rocky Brands, and the Professional Rodeo Cowboys Association (PRCA) have unleashed a collection of boots engineered for rodeo performance. The hand-crafted PRCA Collection by Durango features superior comfort, premium leathers, and a low ground feel tested and approved by world champion Team Durango athletes.

“Our 19 Team Durango athletes were very instrumental in the development of this collection to create a product that was specific to their profession and lifestyle,” says Erin DeLong, marketing manager for Durango. “The PRCA boots have an extremely well-built boot structure and are very stable, giving riders sure footing, which allows your feet to feel closer to the ground.”

A design highlight is the patented Dually Shank system, which consists of two dual fiberglass shanks that provide superior support and stability. “The fiberglass shanks never bend or rust, and retains shape compared to a steel shank, which can bend or rust,” DeLong explains. “A nylon shank is not very supportive, either. And the rocker heel provides a natural heel strike, and by nailing the shank—not pegging it—makes it stronger.”

Additional features include eight to 10 rows of shaft stitching compared to the industry standard of five to six rows; a hybrid leather insole for added support in the rear foot and more flexibility in the forefoot; genuine full-grain leathers throughout, including the leather stacked heel for better structure; high abrasion rubber heel lifts; and slip-resistance in the heel for greater traction and durability. Each of the 10 styles, spanning square toe and cutter toe silhouettes, is branded on the inside shaft and on the outsole with the PRCA logo and comes in exclusive packaging. Suggested retail prices range from $330 up to $655 for exotic leathers (caiman and ostrich). Men’s sizes run 7-12, and narrow width sizes 9-12). Deliveries on select styles begin this fall to key retailers nationwide, as well as on prorodeo.com and durangoboots.com. The entire collection launches in early 2024. Women’s-specific styles are in development and, down the road, a casual could be unveiled.

In the meantime, what’s good for professional rodeo athletes is good for the Durango brand overall, according to DeLong. She describes the PRCA collection as a natural brand extension that elevates it to a new level that speaks to core consumers in western sports. “As the official boot of National Finals Rodeo, we want to target those end consumers who want a higher performance product from our brand,” she says. “Branding it now with the PRCA makes it even more official.” DeLong adds, “Durango’s overall goal is to provide rodeo athletes and consumers best-in-class premium footwear for their needs and lifestyle that they can wear, trust, and perform in, and the PRCA collection provides that and more.”

PRCA CEO Tom Glause concurs. “We want to align with a brand that shares a similar ethos and commitment to the western industry as we do,” he says. “Durango is by far our ideal partner, and we’re thrilled to offer this new collection to rodeo athletes because we both understand how to develop products that winners wear.” Paul Eaves, two-time world champion Team Roping Heeler, says the collab is a merger of the best brands in their respective fields. “The PRCA is the unsurpassed leader in sanctioning the sport of professional rodeo by providing the best cowboys, the best cowgirls, the best rodeos, and now the best footwear with Durango Boots,” he says.

The June 2024 Issue

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