Retail Merchandiser - March/April 2018 - 38

To remain successful, Rocky Brands focused on
being a better partner to its customers, vendors,
retailers and factories.

ROCKY BRANDS

Walking Tall

Rocky Brands overcomes recent challenges by refocusing on its legacy boot brands.
BY JIM HARRIS

T
Jason Brooks, CEO
www.rockybrands.com
Nelsonville, Ohio

38

he heritage and longevity of Rocky Brands'
footwear brands have long distinguished
the company from its peers. Founded in
1979, the company designs, manufactures
and markets premium boots, footwear and apparel
under four brands. The oldest of the brands, Lehigh,
dates its history back to the 1920s. Two of its other brands, Georgia and Durango, date back to the
1930s and 1960s, respectively.
"It carries a lot of weight that we've been able to
stay around that long while dealing with changes
to the marketplace and still be a reasonably strong
brand," CEO Jason Brooks says.
Since becoming the company's CEO, Brooks has
worked to build on and preserve the legacy of the
company. Brooks was named to the position in May
2017, succeeding his father Mike Brooks, who had

RETAIL-MERCHANDISER.COM

Volume 58, Issue 2

been acting as interim CEO of the company since
September 2016. Mike Brooks still serves as the
chairman of the board of directors.

A Family Legacy
Jason Brooks is the third generation of his family to
lead Rocky Brands, and the fourth generation involved with the company.
Rocky Brands traces its origins back to 1932,
when brothers William and F.M. Brooks - Jason's
great-grandfather - started the William Brooks
Shoe Co. in Nelsonville, Ohio. Over the next few
decades, the company supplied shoes and boots for
the U.S. military and built relationships with leading
footwear retailers such as Sears Roebuck and Co.,
JCPenney, Kinney Shoe and Thom McCann.
F.M. Brooks left the company in 1946, but his


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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2018

Contents
Retail Merchandiser - March/April 2018 - Cover1
Retail Merchandiser - March/April 2018 - Cover2
Retail Merchandiser - March/April 2018 - 1
Retail Merchandiser - March/April 2018 - Contents
Retail Merchandiser - March/April 2018 - 3
Retail Merchandiser - March/April 2018 - 4
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