Fort Worth – September 15, 2026 -- Justin Boots has signed a new partnership with Cowtown Coliseum, restoring the Western footwear brand's presence throughout the historic Fort Worth arena. The deal reconnects two institutions whose histories in the city span more than a century.
Cowtown Coliseum opened in 1908, decades before Justin arrived in Fort Worth
The Coliseum has stood as a fixture of the Fort Worth Stockyards since 1908. Justin Boots, founded in 1879 by H.J. Justin, established its headquarters in Fort Worth in 1925. Both have long been tied to the rodeo and Western culture that shaped the city's identity as "Where the West Begins."
The new contract gives Justin a prominent presence throughout the arena
Under the agreement, Justin's branding will appear across the Coliseum, reestablishing a visible link between the boot maker and the venue where rodeo and Western sport have played out for generations. The partnership is framed as a way to support current rodeo athletes and fans while highlighting the brand's origins in the sport.
Both organizations point to their combined legacies as a foundation for future events
Justin and Cowtown Coliseum said the renewed relationship is meant to preserve the traditions of rodeo and ranching while supporting local craftsmanship tied to the Stockyards. The companies did not disclose financial terms of the partnership or a specific start date for the branding rollout.