Our Strategy

Rocky Brands is a leading designer, manufacturer and marketer of premium quality footwear and apparel marketed under a portfolio of well recognized brand names. Our brands have a rich history of representing high quality, comfortable, functional, and durable footwear. Our products are organized around six target markets: outdoor, work, duty, commercial military, military, and western. As part of our strategy of outfitting consumers from head-to-toe, we market complementary branded apparel and accessories that we believe leverage the strength and positioning of each of our brands.​​

Specific elements of our strategy include:
  • Excite our customers with great product
  • Increase brand awareness and stimulate demand through improved marketing with an emphasis on digital
  • Provide excellent retail support and expand distribution with our key brick and mortar and e-tail partners
  • Accelerate expansion of our direct business through investments in technology and personnel
  • Take advantage of our internal production to capitalize on the growing number of commercial military opportunities and improve the efficiency of our factories
  • Rocky Brands corporate logo