About Rocky Brands Inc.



  • Be honest
  • Act with conviction
  • Own your mistakes
  • Choose what’s right over what’s easy


  • Do what needs done
  • Seek input from others
  • Support decisions
  • Take risks, be committed
  • Work hard, not just for yourself but for others


  • Courageously undertake difficult, tedious, or unglamorous tasks
  • Graciously accept sacrifices
  • Give credit where credit is due
  • Be honest with yourself and others

Founded in 1932 Rocky Brands, Inc. designs, develops, manufactures and markets premium quality Outdoor, Work, Western, Duty and Military footwear as well as Outdoor and Work apparel and accessories. The Rocky Brands family of brands includes owned brands Rocky, Georgia Boot, Durango, Lehigh, The Original Muck Boot Company, XTRATUF, Servus, Ranger, and the licensed brand Michelin Footwear.

We proudly live our heritage as a hard-working generational company that makes the tough, comfortable products that our customers need at an incredible value.  We are our customer. And that is what makes us great and sets us apart. We love what we do, and are proud of the products we make.  We invite our customers, consumers, and partners to be part of the Rocky Family and see what makes us great.

Our Strategy:

  • 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