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JuGEORGE STRAITstin Boot Company® – the leader in western footwear and the Official Boots of the Professional Rodeo Cowboys Association® (PRCA) – announced today the Justin Cowboy Crisis Fund (JCCF) has raised more than $6.8 million for professional rodeo cowboys since the charity’s inception in 1989.

 “The sport of professional rodeo is known as America’s original extreme sport, and competing athletes risk the possibility of serious injury with every ride. The Justin Cowboy Crisis Fund started with the hope we could directly help the athletes when they get hurt and are unable to compete,” said Randy Watson, president and CEO, Justin Brands, Inc. “It’s amazing to see how much the program has grown and how much we have been able to support these guys and gals and their families. 

The JCCF stands apart from most charitable organizations today by giving 100 percent of all donations to eligible applicants. While a large portion of the JCCF’s funds are collected through private donations, a portion of funds are raised through boot sales of the George Strait Collection – a line of stylish, high-quality, western footwear from Justin Boots developed in partnership with the “King of Country” himself. More than $120,000 has been raised for the JCCF from boot sales alone 

“Having the opportunity to raise money for the Justin Cowboy Crisis Fund is a huge honor for me,” said George Strait. “I admire the risk these men and women take for the love of their sport and it is touching to be able to help them through some of their toughest times.”

With more than $150,000 raised for the fund in 2011 thus far, Justin Boots continues its commitment to providing financial assistance during the event of injury. 

For more about the Justin Cowboy Crisis Fund, visit Justin Boots at www.justinboots.com, www.facebook.com/justinboots and www.twitter.com/justin_boots.

About the Justin Cowboy Crisis Fund: Unique among today’s numerous charitable organizations, the Justin Cowboy Crisis Fund (JCCF) stands above the rest by dedicating 100 percent of all contributions received for disbursement to eligible applicants. This uncommon practice for a charitable organization is made possible by the joint commitment of Justin Brands, Inc., and the PRCA, which underwrite all administrative costs associated with managing the JCCF, leaving all monies received through contributions (and as investment earnings) to serve their intended purpose. For more on the JCCF, www.justincowboycrisisfund.org.

About Justin Boot Company®: With product lines including Justin Bent Rail™, the Stampede Collection™, the George Strait Collection™, and the Justin AQHA Lifestyle Collection™ – along with a prominent focus on producing best-in-class products handcrafted in the U.S. – Justin Boots has been the leader in high-quality western footwear incorporating industry-leading boot technology for more than 130 years.

Justin Boot Company® footwear products are available for men, women and children at western specialty stores across the country and online footwear retailers including Zappos.com.
About Justin Brands, Inc.: Justin Boot Company is a division of Justin Brands, Inc. Justin Brands is a Berkshire-Hathaway corporation (NYSE: BRKa) and the world’s largest manufacturer of western footwear. Its divisions also include leading footwear brands such as Tony Lama Boots®, Nocona Boots®, Chippewa Boots® and Justin Original Workboots®