When you think of perfectly fitting denim, you think of Wrangler. With roots dating back to 1897, long before the brand was officially founded in 1947, Wrangler has forever changed the look and feel of denim. Wearing it isn’t just about style; it’s about embodying true rodeo authenticity. You don’t just look incredible, you carry a piece of rodeo history with you.
Professional Rodeo’s Sponsor for Life
Wrangler has been part of the rodeo world since 1947, when legendary cowboys Jim Shoulders, Bill Linderman, and Freckles Brown became the first to endorse the Wrangler name. Their passion for rodeo runs deep; it’s in their DNA. Wrangler jeans and shirts went on to become the first, and still the only, western wear brand officially endorsed by the Professional Rodeo Cowboys Association in 1974. Celebrated for representing American freedom, Wrangler embodies the spirit of people who work hard, play hard, and live with courageous individuality.
Rooted in Denim: The Start of Wrangler
Wrangler’s story began in 1897, when 20-year-old C.C. Hudson left Spring Hill Farm in Williamson County, Tennessee, to seek his fortune in Greensboro, North Carolina. He found work in an overall factory, sewing on buttons for just 25 cents a day. When the factory closed in 1904, Hudson and his brother Homer founded the Hudson Overall Company.
By 1919, their overalls were selling so well that they rebranded as the Blue Bell Overall Company. In 1926, Big Ben Manufacturing of Kentucky acquired Blue Bell, keeping its headquarters in Greensboro. They introduced the Super Big Ben Overalls, featuring 100% Sanforized fabric that reduced shrinkage to less than 1% setting a new standard for the industry.
In 1943, Blue Bell acquired the Casey Jones Company, gaining the rights to the Wrangler name. Authentic western jeans designed by celebrity tailor Rodeo Ben were introduced to American consumers in 1947. Professional rodeo legends Jim Shoulders, Bill Linderman, and Freckles Brown wear-tested the 13MWZ and endorsed the Wrangler name for its durability, quality, and authenticity. By 1948, Jim Shoulders, a World Champion Cowboy, became an official Wrangler endorsee, eventually winning 16 world championships, including five All-Around, seven Bull Riding, and four Bareback Riding titles.
Wrangler jeans and shirts went on to become the first and still only western wear brand officially endorsed by the Professional Rodeo Cowboys Association in 1974. By 1981, Wrangler became the primary sponsor of legendary NASCAR driver Dale Earnhardt, giving rise to the iconic blue-and-yellow “Wrangler Jean Machine.”
Wrangler has also left its mark on popular culture. In 1992, the cast of Pure Country, starring George Strait, wore Wrangler jeans on-screen. By 1996, Wrangler had captured #1 market share in the U.S., with one in four American men wearing a Wrangler jean.
Innovation continued into the 21st century. In 2005, Wrangler partnered with the American Quarter Horse Association to develop the Ultimate Riding Jean for women, designed with features tailored for female riders. In 2009, country superstar Jason Aldean became the face of Wrangler Retro®, a fashion Western line that blends attitude with style. Today, Wrangler jeans continue to incorporate exclusive technology innovations for performance, comfort, and durability, honoring a legacy of authenticity and American heritage.
Wrangler x Coors
The Wrangler x Coors collaboration brings together two iconic brands with deep Western roots. This limited-edition collection features jeans, jackets, hoodies, and caps, each piece celebrating the spirit of American heritage and rugged style.
Because it’s a limited collection, items may not be restocked once sold out. Available now on the Wrangler website and the Coors Banquet online shop, these styles are must-haves for fans of Western authenticity and bold fashion. Act fast once they’re gone; they may not return.
Made with Care
Wrangler takes pride in crafting tough, durable denim that can be repurposed, re-loved, and worn for years. But their care extends beyond quality. Wrangler is committed to protecting the planet by reducing the water and energy required to produce their products. Wrangler isn’t just making denim; they’re making a difference, combining durability, style, and responsibility for a better future.
Through their We Care Wrangler initiative, the brand focuses on:
- Reducing emissions and harmful chemicals that impact the environment or worker safety
- Using renewable energy in production
- Saving billions of liters of water
- Supporting factories that prioritize worker well-being
Love with Every Stitch
Wrangler jeans are crafted with care at every step, from sourcing cotton and weaving denim to cutting and sewing the final product. Manufacturing spans the globe, including Mexico, Nicaragua, and Egypt, but the commitment to quality is universal.
Sustainability is at the heart of Wrangler’s process. Innovations like Indigood™ foam-dyeing technology reduce water waste, and recycled cotton fibers from old garments are repurposed to create new jeans. Specialized collections, like the Rooted Collection, are made entirely in the USA from American-grown cotton to finished product, celebrating authentic craftsmanship and heritage.
Every pair of Wrangler jeans reflects durability, care, and respect for the planet, combining classic style with modern responsibility.
Wrangler: Proud Sponsor of Rodeo Events
Wrangler has held the prestigious title sponsorship of the National Finals Rodeo (NFR) since a landmark agreement was struck in 2001, officially renaming the event the Wrangler National Finals Rodeo (WNFR). This move solidified the brand’s decades-long commitment to the sport, elevating the event’s profile and becoming an integral part of the PRCA’s effort to grow professional rodeo. Crucially, the brand’s connection to the cowboy lifestyle began much earlier; Wrangler has been a proud sponsor of rodeo events and the official endorsed jean of the Professional Rodeo Cowboys Association (PRCA) since 1974, making their partnership the longest-running in North American sports. As the first-ever title sponsor of the NFR, Wrangler has cemented its identity as synonymous with the Western lifestyle, maintaining this principal partnership for over two decades.
Wrangler in Las Vegas: Rio Round-Up 2025
Wrangler is bringing its Western heritage to the 2025 Wrangler National Finals Rodeo in Las Vegas! Teaming up with Cowboy Lifestyle Network (CLN), Wrangler proudly sponsors Rio Round-Up: the ultimate watch party, concert series, and all-night celebration for cowboys, cowgirls, and rodeo fans alike. We will be looking for you dressed in your finest Wrangler attire.
Rio Round-Up: Dec 4-13, 2025
Named Las Vegas’ best new NFR Watch Party! A full 10 Days of NFR Watch Party Viewing, Music & Celebration. Located at the Rio Event Stage, it’s the perfect spot to cheer on your favorite rodeo athletes on the big screens. Rio Round-Up viewing parties and concerts are usually all-ages, making them a great option for the whole family. Hosted nightly by the iconic Matt Merritt with rotating celebrity guests, the event features prizes, giveaways, entertainment, and nonstop rodeo excitement. Seating opens nightly at 5:00 p.m.
Free Live Country Shows Nightly
The excitement doesn’t stop after the NFR event. Sin City comes alive with after-parties, concerts, and nonstop fun. Wrangler and Coors are teaming up to host a 10-day NFR watch party and concert series at Rio Las Vegas. With an impressive lineup of bands, Rio Round-Up is the ultimate rodeo celebration, from sunset to sunrise.
Dec. 4: Nashville 90 with Left of Centre
Dec. 5: Matt Farris
Dec. 6: Hollywood Don Yates
Dec. 7 Nathan Dean
Dec. 8: Mae Estes
Dec. 9: Gunnar Latham
Dec. 10: Clay Aery
Dec. 11: Neon Prophets
Dec. 12: Riccochet
Dec. 13: Western Fusion
Joe Nichols Live – December 11
Catch Joe Nichols live on Thursday, December 11, at 10 PM inside the Penn & Teller Theater! Known for his distinctive voice and timeless hits from “Brokenheartsville” to “Sunny and 75,” Joe Nichols delivers the songs and sound that defined a generation of country music fans. Don’t miss this unforgettable night of classic country at the heart of the NFR celebrations!
More Music
If catching some live music before all the fun begins is right up your alley, don’t forget to stop by the Lapa Lounge for Nightly entertainment 6 PM to 11 PM. While the main Rio Round-Up event at the Event Stage is focused on big, high-energy country concerts, the Lapa Lounge offers a different vibe. It’s a lounge setting, offering a more up-close and personal live music experience than a huge concert. The Lapa Lounge’s bar focuses on a premium and creative menu, setting it apart from standard casino bars. The cocktails are described as “reimagining traditional flavors with a lively twist,” drawing on Brazilian and global influences. Look for bohemian-inspired libations and unique presentation styles.
- Thursday, December 4: Lily Grace
- Friday, December 5: Harmony Shay
- Saturday, December 6: Presley Aronson
- Sunday, December 7: Olivia Joy
- Monday, December 8: Michael Grimm
- Tuesday, December 9: Lissa Dee
- Wednesday, December 10: Peyton Grace
- Thursday, December 11: Collin Vivolo
- Friday, December 12: Peyton Grace
- Saturday, December 13: Collin Vivolo
“I don’t leve the house without my Wranglers. This is going to be a watch party you wont want to miss. We are thankful for Wrangler and all our sponsors for making this event a success. Long Live Cowboys!”
Patrick O’Donnell
CEO and Founder
Cowboy Lifestyle Network
Never-Ending Party at VooDoo Lounge
The rodeo action doesn’t stop with the last buck! Head to the VooDoo Lounge for the ultimate NFR after-party, every Thursday through Saturday night, 9 pm-2 am, during the Wrangler NFR. Enjoy DJs, dancing, and stunning skyline views 50 floors above Las Vegas. Celebrate the Wrangler NFR in style, where the party truly never ends!
- Age: 21+
- Location: 51st Floor – enter via 2nd Floor Elevators in Masquerade Village
- No Cover
- Night-Out Attire Required
- Valid ID & Bag Check Required
Rio Las Vegas Rodeo Fan Package
Rodeo Fans Save 35% + $100 Food & Beverage Credit
Stay in style during the Wrangler National Finals Rodeo with suite-sized rooms at 35% off. Enjoy a $100 food and beverage credit to fuel your rodeo adventures. Experience Rio Round-Up with live music, rodeo action, shopping, and more, all from the heart of the excitement! Current Price: $71.69 per night per room (includes resort fee, excludes taxes). Book now and make your NFR experience unforgettable!
Check out the highlights!
• Nightly NFR® Viewing Parties hosted by Matt Merritt with interactive commentary, giveaways, and a live event atmosphere.
• Live Country Concerts Every Night with high-energy performances that keep the celebration going.
• Joe Nichols Live in Concert on December 11 in the Penn & Teller Theater (Click here to buy tickets).
• Ladies Night on Monday, December 8, featuring pink-themed giveaways and special entertainment in support of Breast Cancer Awareness.
• Stetson Country Christmas Shopping Expo with Western apparel, jewelry, décor, gifts, and more, open daily with free admission and parking.
• The Masters Roping Tournament is held onsite, offering approximately $1 million in prize money and drawing both pro and amateur ropers from across the country.
• Western-Inspired Food & Drink Specials available throughout the property.
• After Parties at VooDoo Lounge with DJs, dancing, and skyline views 51 floors above the Las Vegas Strip – Thursdays through Saturdays 9 pm – 2 am
• Free Shuttle to NFR Events. Guests can enjoy convenient, complimentary transportation between Rio Las Vegas and the Thomas & Mack Center.
Don’t Miss the Action at Rio Round-Up!
From sunset to sunrise, the 2025 Rio Round-Up is the ultimate destination for rodeo fans, music lovers, and nightlife seekers alike. With Wrangler and CLN bringing exclusive experiences, live performances, signature cocktails, and unforgettable celebrations, every moment is packed with excitement.
Join us at Rio Las Vegas, where the rodeo action, parties, and memories last long after the final buzzer. This is the NFR experience you won’t want to miss!
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CLN Community Sponsor
