Rocky Brands Inc (NASDAQ: RCKY) is a footwear and apparel company that designs, manufactures, and markets branded boots, shoes, and related apparel across work, outdoor, western, duty, and military end markets. Revenue is generated through transactional sales to retailers and direct channels, with products distributed primarily in the United States and secondarily in Canada, the United Kingdom, and Europe. The brand portfolio includes Muck, XTRATUF, Rocky, Durango, Georgia Boot, Lehigh, Ranger, and Michelin-licensed footwear. Net sales to foreign countries represented approximately 2.3% of net sales in FY2025 and 3.2% in FY2024, making the business predominantly domestic. Products ship from distribution facilities in Ohio and Nevada, with manufacturing operations in the Dominican Republic, Puerto Rico, and Chuzhou, China. The company competes against footwear and apparel companies with greater financial, marketing, distribution, and manufacturing resources, per the FY2025 10-K filed March 11, 2026.

Revenue model

Transactional product sales of branded footwear and apparel through third-party retailers and direct channels. No subscription or licensing model is disclosed in the filing excerpts.

Products and services

Work footwear and apparel for industrial, construction, and hospitality workers. Outdoor footwear, apparel, and accessories for hunting, fishing, camping, and hiking. Western-style boots for farm, ranch, fashion, and casual wear. Duty footwear for law enforcement, security personnel, and postal employees. Commercial military and U.S. Military footwear. Brands include Muck, XTRATUF, Rocky, Durango, Georgia Boot, Lehigh, Ranger, and Michelin-licensed products.

Customers and end markets

End markets include industrial and construction workers, hospitality workers, outdoor enthusiasts, farmers and ranchers, law enforcement and security personnel, postal employees, and U.S. Military. Products are sold through a broad range of retail partners. No customer concentration disclosures are present in the filing excerpts.

Value-chain role

Brand owner, product designer, manufacturer (Dominican Republic, Puerto Rico, China facilities), and distributor. Uses contract manufacturers supported by a China sourcing office. Ships finished goods from distribution centers in Ohio and Nevada. Select retailers, including U.S. Military, receive direct shipments from the Puerto Rico manufacturing facility.

Geographic exposure

Predominantly United States. Foreign net sales were approximately 2.3% of total net sales in FY2025 and 3.2% in FY2024. Secondary markets include Canada, the United Kingdom, and Europe. Manufacturing assets outside the U.S. had a net book value of $11.1 million at December 31, 2025, split between the Dominican Republic ($3.7 million) and China ($7.4 million).

Source: SEC 10-K, filed 2026-03-11

Industry: Footwear, (No Rubber) Peers: Allbirds Inc Crocs Inc Good Vibrations Shoes, Inc. Steven Madden Ltd Nike Inc SKECHERS USA INC Wolverine World Wide Inc