In a heartfelt nod to the cowboys and cowgirls who paved the way, Justin Boots releases The Standard of the West short film.
Founded by H.J. Justin on the edge of the frontier in Spanish Fort, Texas, Justin Boots is steeped in Western tradition and built on a rich heritage. In homage to that legacy, the Justin Boots team is excited for the release of an upcoming campaign — The Standard of the West.
The storytelling effort centers around a short film and highlights the character woven into every pair of Justin Boots and the people who wear them. The Standard of the West short film will debut on Monday, November 29, 2021 at 8 p.m. ET with a special feature on the Cowboy Channel.
To craft the story of the modern West, the Justin team hand-selected a group of athletes who uphold the standards set before us by those earliest cowboys and cowgirls. Standards that tell us to work hard and never give up. Standards that drive our desire to take risks for a better outcome in life. Standards that motivate us to stand our ground but live respectfully. Standards they put into every pair of boots they make to this day. World Champion Bullfighters Dusty Tuckness and Cody Webster, World Champion Barrel Racer Sherry Cervi, and 2020 World Champion Linebacker Devin White live by these standards.
Dusty Tuckness is an example of a cowboy who continually puts his best foot forward and lives with strong convictions. Cody Webster works in constant pursuit of excellence while still honoring the traditions of the bullfighters who came before him. Sherry Cervi exemplifies the cowgirl way by walking with grit and humility at the highest levels of rodeo and everyday life alike. Devin White is a cowboy fueled by a passion for horses and competition.
Justin’s highly-anticipated Standard of the West short film premieres with a special feature on the Cowboy Channel on Monday, November 29, 2021 at 8 p.m. ET. The campaign recognizes the exacting standards set by H.J. Justin who famously said, “I hope to leave behind an institution which will uphold the Standards and Spirit of the true West.” It’s a heartfelt nod to the cowboys and cowgirls who paved the way.
Watch the Standard of the West trailer
For more information, please visit JustinBoots.com/SOTW
Photography: (All images) courtesy Justin Boots