via Tecovas
I have a fun little piece of racing trivia for you. Yes, it’s an egregious, shameless name-drop, mostly because Ryan Blaney is a highly successful professional athlete and I am… well, just a huge NASCAR-enjoying lifestyle blogger who gets overly excited about fast food.
But years ago, back when we were grinding away at the old UPROXX office here in California, a young, up-and-coming Blaney swung by to hang out with the crew. He was polite, cool as hell thanks to his upbringing in the Ohio dirt track circuit, and, shockingly, had never experienced the culinary majesty of a Double-Double.
Naturally, I had to fix that. I became the very first person to take Ryan Blaney to In-N-Out Burger.
Look at him now. The guy is the 2023 NASCAR Cup Series Champion, a perennial badass on the track, and today, he’s officially been named the new brand ambassador for a company we absolutely love around these parts: Tecovas.
If you read BroBible, you know we’ve covered Tecovas extensively over the years. We’ve written about their epic sales, their huaraches (…which I want, and just shamelessly plugged in my Friday THINGS WE WANT column), and even their rugged jeans (which I have). Personally, I am a massive fan. I practically live in my ostrich leather Tecovas, rely on my waterproof steel-toed work boots when I need to get my hands dirty, and absolutely love my Monterrey loafers.
I actually love those loafers so much that I literally emailed their generic customer service line *just yesterday* desperately asking if they were restocking the $745 Bennet saddle alligator slip-ons (which I once dubbed ‘their most ambitious shoe yet’), in time for my California wedding this June. I even tried to pull the “I blogged about these last year” card. In response, a “Virtual Ranch Hand” named Scout very politely told me to sign up for back-in-stock notifications. Humble pie served.
Anyway, whether you’re actually ranching, hitting a tailgate, or just trying to look sharp at a bachelor party in Nashville, Tecovas is the gold standard. So, when I heard that one of our all-time favorite drivers was teaming up with one of our favorite bootmakers, a collective, wry yee-haw echoed through the company Slack channel.
Here’s why this multi-year partnership actually rules and isn’t just some standard, manufactured corporate handshake: According to the brand, Blaney has been wearing Tecovas since 2018. That’s eight years of him just being a genuine, paying customer before any official ambassador contracts were signed. Tecovas built its entire name on authentic American Western roots, and Blaney completely embodies that unpretentious, hard-working grit that’s turned him into the king of race day.
via Tecovas
“I’ve always had a lot of respect for Tecovas and it was clear that this partnership was a natural fit,” Blaney said of the announcement. “This is a brand I wear and want to be associated with, and their commitment to quality and craftsmanship is exactly the type of business I want to be a part of. I look forward to what we can build together.”
As part of the gig, Blaney is going to show off how the boots fit into the high-octane lifestyle of a pro driver. Even cooler: He’s going to be one of the first people to debut Tecovas’ highly anticipated custom boot program, which is officially launching in May 2026.
If you’ve got an eye for design, this program is going to let you collaborate directly with the brand to customize your favorite boots, and Blaney is right there helping shape what that creative process looks like.
The timing for the news couldn’t be better. The announcement drops just in time for the upcoming NASCAR Cup Series race at Texas Motor Speedway, which happens to be right in the Austin-based brand’s backyard.
If you’re going to be in the Dallas-Fort Worth area for the race, Blaney is actually hosting an exclusive in-store event at the Tecovas Southlake location on Thursday, May 2, from 2:30 PM to 3:30 PM before the racing weekend kicks off.
Congrats to Ryan and the Tecovas crew. I’ll raise an In-N-Out milkshake, and maybe a glass of his Ten Runner whiskey, to that.