HYER Launches Next Phase of Comeback with The American Rodeo

KANSAS CITY, KANSAS - April 1, 2025 - HYER Boots is riding into the 12th annual American Rodeo Championship Weekend at Globe Life Field in Arlington, Texas, on April 11-12, 2025 as the Official Boot of the American Rodeo.

Coined “the richest weekend in rodeo,” this event kicks off on Friday, April 11 with the Contender Finals, where the top five finalists in each discipline will secure their spot in Saturday’s main event. From there they will face off against the top five athletes from the 2024 year-end standings in the Professional Rodeo Cowboys Association (PRCA) and Women’s Professional Rodeo Association (WPRA). These Contenders will not only compete for the title but are also eligible for the $1 million bonus.

HYER, the legendary western boot brand that made its bold return in 2023, will award each winner of The American Rodeo with the Boot of Champions, a nod to the relentless drive and unwavering resilience it takes to win on rodeo’s biggest stage. These athletes have battled setbacks, pushed through challenges, and earned their place at the top—just like HYER. This isn’t just about a title; it’s about the journey, the fight, and the legacy they leave behind. 

HYER Athletes at The American Rodeo: Defining Their Comebacks

Founded by fifth-generation shoemaker C.H. Hyer, the company shut down in the 1970s before being revived decades later by his great-great-grandson, Zach Lawless. HYER’s comeback story is mirrored by the grit and determination of its sponsored athletes—proving that when adversity hits, true champions don’t stay down—they rise, ride, and return stronger. HYER sponsors five elite competitors who have battled injuries, setbacks, and uncertainty to reclaim their place at the top.

"HYER Boots was built on resilience and reinvention. These athletes don’t just wear our boots—they embody the comeback story that defines us," said Zach Lawless, CEO of HYER Boots.

Richmond Champion – The first-ever million-dollar winner of The American Rodeo, now chasing another historic payday after battling back from neck injury.

Stetson Wright – The all-around cowboy’s hamstring was torn off the bone, with doctors doubting he’d ever ride again. Now, he’s back in the chutes, determined to add another title and another million dollars to his name.

Kyle Irwin – Steer wrestling takes unmatched strength and split-second precision. Irwin has fought through adversity to prove true cowboys never back down.

Emily Beisel – Barrel racing demands speed, precision, and heart—qualities Emily has in abundance. Her determination has carried her through every setback, and she’s here to win.

Ty Harris – Tie-down roping is a game of seconds, and Ty has turned every challenge into fuel to be stronger and faster.

But the spirit of a comeback doesn’t stop with the pros. HYER Boots is also fueling the future of rodeo, backing National High School Rodeo Association (NHSRA) athletes as they put in the work, earn their shot, and rise through the ranks on their way to The American.

For media inquiries, interviews, or additional information, please contact:
Brooke Pollack
brooke@hyerboots.com
210-818-0910

About HYER Boots

Established in 1875 by C.H. Hyer, HYER Boots revolutionized western footwear with the invention of the original cowboy boot. Relaunched in 2023 after a 45-year hiatus, the brand is now owned by C.H. Hyer’s great-great-grandson, Zach Lawless. HYER Boots continues to honor its legacy with a commitment to authenticity, craftsmanship, and innovation.

For more information and updates, visit HYERBoots.com and follow @hyerboots on social media.