Wrangler® Takes Center Stage During National Rodeo, Cowboy Christmas in Vegas

By: Kontoor Brands News Team Dec 16, 2019 Feature Story Tags: Wrangler

For many, December signals holiday decorating, gift giving and family traditions. But for the rodeo community, it means a trip to the deserts of Las Vegas. From December 5 to 14, cowboys and cowgirls from across the country descend on Sin City for the National Finals Rodeo and a bonanza of Western-themed events. And as a title sponsor of the event for more than 15 years, no brand has a bigger presence across the city during this time than Wrangler®.

The Wrangler presence comes to life at Cowboy Christmas, a unique retail experience that draws thousands of western-lifestyle lovers and includes every facet of western retail from silversmiths to saddle blankets. And, at an event this size, this high brand visibility matters.

Wrangler Christmas

It’s ten full days, truckloads of product, more than 3,000 square feet of on-site presence, and thousands of cowboys and cowgirls lining up to buy all things Wrangler. It takes nearly an entire year to plan Wrangler’s massive footprint at the annual event, but when it comes to hard work and execution, this isn’t the marketing and retail team’s first rodeo.           

“In addition to the Cowboy Christmas show floor, the Wrangler presence completely takes over Las Vegas that week during the Wrangler National Finals Rodeo,” said Nancy Himmel, Director of National Sales Services at Wrangler. “You’ll see headers on top of taxis, billboards, and the Thomas & Mack Center is completely transformed into Wrangler Arena. It’s a chance for everyone to experience the heritage of this iconic American denim brand at the biggest western lifestyle event of the year.”

With fashions ranging from the Modern Heritage to Western Retro, enthusiasts from around the world got a chance to see Wrangler’s latest collections.

And, this year, consumers experienced even more excitement and innovation thanks to laser customization and a female-focused product booth spotlighted in 800 square feet of retail space.


Exclusive to Cowboy Christmas, a nano-laser was on-site that allowed bespoke detailing of Wrangler products, from unique rodeo designs to personalized customization. The booth also piloted a new, limited-release Wrangler online laser customization project, in which consumers can select a  range of various graphics and laser detailing, and via 3D modeling, see how the design will look on the article of clothing.

Many of the styles and collections from Cowboy Christmas are available online at wrangler.com