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Follow on Google News | Tony Lama Boots® Celebrates Centennial Anniversary in 2011World’s most recognized western boot brand announces plans to mark centennial anniversary in 2011
By: Tony Lama Boots “One hundred years of business is a tremendous milestone, and we’re grateful for those who have supported the brand over the years,” said Randy Watson, president and CEO, Justin Brands, Inc. “We have some fun items in store, and we’re looking forward to the upcoming celebration with our valued retailers, consumers and affiliates.” Complete details of the anniversary initiatives include: Centennial Collection: In stores in January, the Tony Lama Boots Centennial Collection for men and women is embellished with the brand’s exclusive anniversary logo and handcrafted in the U.S.A. with quality, genuine leather. Available at select western retailers nationwide through 2011, the boots retail for $250 and are accompanied by a certificate of authenticity. Signature Series: Debuting at the International Western and English Apparel and Equipment Market in January, the Signature Series is the new line of boots with classic Tony Lama Boots styling including intricate stitching and detailing, hand-tooling, various toe and heel profiles and classically updated colors. Starting from $800 and going up to $1,500, eight men’s and four women’s styles will be available at retail alongside the full range of existing Tony Lama Boots offerings. For the avid collector, a limited quantity of 500 pairs of one special style within the Signature Series will be up for grabs, accompanied by their own certificate of authenticity. El Rey IV: From boots you can own, to boots you can only aspire to, Tony Lama Boots plans to continue the celebration by creating a one-of-a-kind pair of boots – the El Rey IV. A tradition first started by Tony Lama Sr. himself, the original pair of El Rey Tony Lama Boots were created in 1951. This year, the not-for-sale El Rey IV boots are valued at $50,000 and will – accompanied by heightened security – be on display at western specialty retailers and brand events this fall and throughout 2011. Promotions and Contests: In another creative nod to the history and heritage of Tony Lama Boots, the brand will call on retail partners and consumers to help pay homage to Tony Lama Boots with in-store promotions and a search for the oldest pair of Tony Lama Boots out there. With the “Oldest Boot Contest” – running from January to March – the brand will call on consumers to prove they have the oldest boot in the country for the chance to attend the 2011 Wrangler National Finals Rodeo in Las Vegas. For retailers, the brand will implement “Lama Retail Days” offering sales associates and consumers chances to win rebates, cash prizes, boots for their entire family, and for some, a trip to tour the brand’s El Paso factory. Additional marketing efforts include the involvement of brand endorsee Brad Paisley in POS, advertising, PR and social media tactics. For more information about Tony Lama Boots, visit www.tonylama.com, www.facebook.com/ About Tony Lama Boots ® With a variety of boot collections including Americana – proudly handcrafted in the USA – San Saba, Exotic, Western, Stockman, Western Work and more, Tony Lama Boots® continues to be a leading western and equine footwear brand since 1911. Tony Lama Boots footwear products are available for men, women and children at western specialty stores across the country and online footwear retailers. About Justin Brands, Inc. Tony Lama Boots® is a division of Justin Brands, Inc. Justin Brands is a Berkshire-Hathaway corporation and the world’s largest manufacturer of western footwear. Its divisions also include leading footwear brands such as Justin Boots®, Nocona Boots®, Chippewa Boots® and Justin Original Workboots®. MEDIA CONTACT Jenny Dubberly Pilewski 828.719.7083 jdubberly@fwv- End
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