Mustang Partners Announces New Partnership with Heritage Western Brand Lucchese
Sep 15 | General
Bootmaker Partnership brings together two iconic Texas brands through NIL, fan engagement, and gameday activations
DALLAS (SMU) – Mustang Partners and SMU Athletics announced a new partnership with Lucchese Bootmaker, bringing together two brands with deep Texas roots through a wide-ranging collaboration focused on NIL, student-athlete storytelling, fan engagement, and the SMU gameday experience.
Founded in 1883, Lucchese has crafted America's boots for more than 142 years. With its Texas heritage and a legacy defined by integrity, attention to detail, and an enduring commitment to quality, Lucchese brings the same pursuit of excellence to this partnership — creating a natural platform to celebrate and tell the stories of SMU's student-athletes. The partnership will connect Lucchese with SMU student-athletes and fans throughout the year, with activations across football and basketball gamedays, campus events, ambassadorship programs, and more.
"Lucchese is an iconic Texas brand, and this partnership is a natural fit for SMU and our position in the heart of Dallas," said Damon Evans, Director of Athletics. "We are always looking for partners who authentically align with who we are and can help us create something distinctive for our student-athletes and fans. Lucchese's commitment to Texas tradition gives us a great foundation to build compelling stories and experiences together."
"For more than 140 years, Lucchese has been inspired by the people, places, and stories of Texas, handmaking boots with an uncompromising commitment to craftsmanship, quality, and style," said Doug Kindy, President of Lucchese Bootmaker. "SMU shares that sense of pride in where it comes from, and its deep connection to Texas makes this partnership especially meaningful. We're excited to bring our two communities together, celebrate the student-athletes and traditions that make SMU special, and share our heritage with the Mustang fans."
Fans will get an up-close look at the partnership throughout the season. The ambassador program brings Lucchese boot fittings and in-store experiences to life alongside gameday content, behind-the-scenes lifestyle moments, and collaborative storytelling across Lucchese, SMU Athletics, and student-athlete social channels. A joint social media sweepstakes will give Mustang fans even more ways to get involved.
Lucchese will serve as presenting partner of SMU Athletics' Student-Athlete of the Year Award, honoring a top male and female athlete annually and gifting them handcrafted boots at the university's awards celebration. For the Mustang fanbase, the partnership will appear at a variety of community gatherings throughout the athletic calendar.
During the football season, Lucchese will host various pop-up activations on the Boulevard, plus a premium presence in Ford Stadium's Club Level for select games. The brand will also be on-site at select SMU basketball games at Moody Coliseum and SMU Athletics donor events throughout the year.
At its core, the partnership is a celebration of shared Texas roots — pairing Lucchese's heritage craftsmanship with SMU Athletics' tradition of excellence through storytelling that connects both brands to the communities they serve.
The partnership was secured in collaboration with SMU Athletics' multimedia rightsholder, Learfield – the leading media and technology company powering college athletics.
About Lucchese Bootmaker
Founded in 1883, Lucchese is an iconic Western lifestyle brand based in Texas. Known for its artisan-crafted cowboy boots, the heritage brand also features an extensive selection of casual footwear, custom felt hats, accessories, travel goods, as well as men's and women's apparel. At its over 30 retail locations, spanning from Dallas to Bozeman to Atlanta, the storied Western brand is committed to providing a bespoke experience that focuses on handmade craftsmanship, quality, and style – which Lucchese is known for. For more information about the brand, visit www.Lucchese.com or their social media channels: Instagram: @lucchese, Facebook: @lucchesebootmaker, X: @lucchese1883.
Founded in 1883, Lucchese has crafted America's boots for more than 142 years. With its Texas heritage and a legacy defined by integrity, attention to detail, and an enduring commitment to quality, Lucchese brings the same pursuit of excellence to this partnership — creating a natural platform to celebrate and tell the stories of SMU's student-athletes. The partnership will connect Lucchese with SMU student-athletes and fans throughout the year, with activations across football and basketball gamedays, campus events, ambassadorship programs, and more.
"Lucchese is an iconic Texas brand, and this partnership is a natural fit for SMU and our position in the heart of Dallas," said Damon Evans, Director of Athletics. "We are always looking for partners who authentically align with who we are and can help us create something distinctive for our student-athletes and fans. Lucchese's commitment to Texas tradition gives us a great foundation to build compelling stories and experiences together."
"For more than 140 years, Lucchese has been inspired by the people, places, and stories of Texas, handmaking boots with an uncompromising commitment to craftsmanship, quality, and style," said Doug Kindy, President of Lucchese Bootmaker. "SMU shares that sense of pride in where it comes from, and its deep connection to Texas makes this partnership especially meaningful. We're excited to bring our two communities together, celebrate the student-athletes and traditions that make SMU special, and share our heritage with the Mustang fans."
Fans will get an up-close look at the partnership throughout the season. The ambassador program brings Lucchese boot fittings and in-store experiences to life alongside gameday content, behind-the-scenes lifestyle moments, and collaborative storytelling across Lucchese, SMU Athletics, and student-athlete social channels. A joint social media sweepstakes will give Mustang fans even more ways to get involved.
Lucchese will serve as presenting partner of SMU Athletics' Student-Athlete of the Year Award, honoring a top male and female athlete annually and gifting them handcrafted boots at the university's awards celebration. For the Mustang fanbase, the partnership will appear at a variety of community gatherings throughout the athletic calendar.
During the football season, Lucchese will host various pop-up activations on the Boulevard, plus a premium presence in Ford Stadium's Club Level for select games. The brand will also be on-site at select SMU basketball games at Moody Coliseum and SMU Athletics donor events throughout the year.
At its core, the partnership is a celebration of shared Texas roots — pairing Lucchese's heritage craftsmanship with SMU Athletics' tradition of excellence through storytelling that connects both brands to the communities they serve.
The partnership was secured in collaboration with SMU Athletics' multimedia rightsholder, Learfield – the leading media and technology company powering college athletics.
About Lucchese Bootmaker
Founded in 1883, Lucchese is an iconic Western lifestyle brand based in Texas. Known for its artisan-crafted cowboy boots, the heritage brand also features an extensive selection of casual footwear, custom felt hats, accessories, travel goods, as well as men's and women's apparel. At its over 30 retail locations, spanning from Dallas to Bozeman to Atlanta, the storied Western brand is committed to providing a bespoke experience that focuses on handmade craftsmanship, quality, and style – which Lucchese is known for. For more information about the brand, visit www.Lucchese.com or their social media channels: Instagram: @lucchese, Facebook: @lucchesebootmaker, X: @lucchese1883.
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