"We are very excited to have the talents and personalities of Tony and Jody," ROCKY President, David Sharp states. "It helps that they are competing so well, but our selection was based on their overall character and ability to be ambassadors of the ROCKY brand."

Mendes and Newberry's world rankings are amongst the top 5 best bull riders competing in the PBR Built Ford Tough Series. The riders will represent ROCKY in print advertisements, television commercials and be available for public appearances to sign autographs and meet and greet PBR fans at ROCKY dealers.

"I am honored to be representing ROCKY," Mendes said. "My other passion aside from bull riding is being in the outdoors and hunting. What better sponsor could you ask for than the world-leading manufacturer of hunting boots? I believe in everything ROCKY stands for and am looking forward to a long relationship."

About Tony Mendes

Tony Mendes started riding at age three on top a sheep. "My dad and grandfather rode bulls, and my older brother Scott rode, too. I guess I just wanted to be like them." Over the years, he progressed from sheep to calves and steers before climbing on his first bull at age 14. "My role model was my dad because he's honest and hard-working. But I always have looked up to Lane Frost. I met him at the Finals in 1985, and I showed him a buckle I had won. He was so nice to me," recalls Mendes. Mendes qualified for his first PBR World Finals in 1999 and recorded a 93.5 score atop the 1,900-pound Clayton's Pet of Salt River Rodeo Company during that competition. Mendes says that ride still stands out as the most memorable of his PBR career. Mendes is often referred to as the "Wild Man" because of the energy he displays inside and out of the arena. It's common to find him dancing around the arena and cheering on fellow bull riders.

About Jody Newberry

Jody Newberry climbed on his first bull in a practice pen at age 15. He recalls, "I rode three out of four that day, so it went pretty well." Newberry won his first bull riding buckle the same year and went on to succeed in the Oklahoma Junior Rodeo Association before joining the PBR. Standing 6'3" tall, Newberry is one of the tallest riders on tour. "I do not always have the best technique or form because of my height," states Newberry. However, this Oklahoma native obviously is doing something right. He won the 2003 PBR World Finals event title, which earned him enough money to clinch Rookie of the Year honors as well. When asked about his most memorable ride, Newberry states, "It was riding Little Yellow Jacket last year at the finals. I jumped off right at the whistle, and they had to review to see if I stayed on long enough." The wait paid off for Newberry. He received a score of 94.5, which earned him the Lane Frost/Brent Thurman award for the highest scored ride at the Finals.

About ROCKY

Headquartered in Nelsonville, Ohio, ROCKY Outdoor Gear. is a world leader in rugged outdoor and occupational footwear. A corporate office, warehouse and distribution center now accompany the original manufacturing building in Nelsonville that began making footwear in 1932.

Nearly 3,000 retail and catalog outlets carry ROCKY footwear and the ROCKY goal to provide quality outdoor and occupational footwear has not changed since the doors opened in 1932.

About PBR

Over 100 million viewers tune in each year to the PBR on NBC, OLN (Outdoor Life Network) and in Spanish on Telemundo. With over 450 hours of prime time programming annually, PBR ranks among the most prolific sports on air. In addition, PBR continues to attract over one million live event attendees each year with its multi-tiered event structure which includes the marquee Built Ford Tough Series presented by Wrangler, the U.S. Smokeless Tobacco Company Challenger Tour, the Enterprise Tour and the Humps N' Horns Tour. The PBR's governing board of directors is comprised of renowned bull riders who have developed the event into a stand alone sport which is experiencing unprecedented growth in global popularity. The PBR is headquartered in Colorado Springs, and has over 600 athletes competing in more than 100 PBR sanctioned competitions.