Cooper joins a list of the brands other endorsees including retired rodeo great Tuff Hedeman, reigning world champion barrel racer Mary Walker, reserve world champion barrel racer Carlee Pierce, world champion saddle bronc rider Jesse Kruse, NFR saddle bronc riders Jacobs and Sterling Crawley, as well as Cooper’s traveling partner NFR calf roper Cory Solomon. The brand will heavily focus its marketing and advertising efforts on the sport of rodeo, which it views as a major avenue for growth. 
