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The 2023 Cup Series Champion and Team Penske Driver Brings Authentic Western Roots to America’s Western Wear Brand

AUSTIN, Texas, April 27, 2026 — Today, Tecovas, the Austin-based Western wear brand, is proud to announce a multi-year partnership with NASCAR Cup Series Champion Ryan Blaney.

For Blaney, this isn’t a new chapter with Tecovas. It’s an official one.

Ryan Blaney has been wearing Tecovas since 2018, back when the brand was just getting started. Eight years later, this partnership is rooted in something genuine – Blaney has been a customer long before he was ever a collaborator.

Tecovas has built its name by staying true to the people who live and breathe the spirit of the American West, and by finding them wherever they are. NASCAR is one of the most-watched sports in America, with a fanbase that shares an unmistakable kinship with the Tecovas customer: hardworking, authentic, proud of where they come from, and not afraid to look the part. This partnership represents a deliberate step by Tecovas to grow its footprint with an audience that doesn’t need convincing about Western lifestyle, they’re already living it.

Ryan Blaney is the ideal ambassador for that move. The 2023 NASCAR Cup Series Champion is one of the sport’s biggest stars and most recognizable faces, known as much for his character off the track as his talent on it. His genuine, longstanding relationship with the brand means this isn’t a transactional sponsorship, it’s a natural extension of who he already is.

The announcement is timed with the upcoming NASCAR Cup Series race at Texas Motor Speedway, a marquee racing weekend in Tecovas’ home state, and a fitting stage to introduce this partnership to the world.

Blaney brings to this partnership the same qualities he brings to the track, including a deep respect for the craft. Off the track, his style reflects Tecovas’ quiet confidence. It’s Western in the truest sense: authentic, unpretentious, and earned. For Tecovas, that alignment isn’t manufactured, it’s been eight years in the making.

“I’ve always had a lot of respect for Tecovas and it was clear that this partnership was a natural fit,” said Ryan Blaney, 2023 NASCAR Cup Series Champion. “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 an ambassador, Blaney will showcase how Tecovas integrates into the high-octane lifestyle of a professional driver. Blaney will also be among the first to debut Tecovas’ highly anticipated custom boot program, launching in May 2026. The program, which allows customers with a genuine eye for design to collaborate directly with Tecovas, is about more than personalization. It’s about pushing the brand’s creative limits and listening to the feedback the brand has gotten from their customers and partners alike for an opportunity to customize their favorite boots. Blaney, whose personal style has always reflected an authentic Western sensibility, will help shape what the program becomes: bringing his own taste, feedback, and creative instincts to the process of designing something truly one of a kind.

“Ryan was a Tecovas customer before we even had our first stores and that says everything,” said Samantha Fodrowski, SVP of Brand Marketing at Tecovas. “That kind of authenticity can’t be manufactured. Ryan brings the same thing to the track that we put into every boot: precision, grit, and a respect for craft that comes from doing the work. NASCAR’s fanbase is one of the most loyal in American sports, and they’re our people. We can’t wait to bring the spirit of the West to every track on the circuit.”

To celebrate the kick off partnership, Blaney will host an exclusive in-store event at the Tecovas Southlake location on May 2, from 2:30 PM to 3:30 PM, ahead of the NASCAR weekend at Texas Motor Speedway (May 1–May 3).

For more information and to stay up to date on the partnership and exclusive events, follow the action on Instagram at @tecovas and @ryanblaney10.

 

About Tecovas

Based in Austin, TX, Tecovas brings the spirit of the West to the modern consumer. Handcrafting the best Western footwear, workwear, apparel, and accessories, Tecovas has grown rapidly since its founding as the first digitally native Western brand in 2015, serving customers through www.tecovas.com and a growing number of Tecovas stores across the country. Follow the Tecovas journey at @tecovas.

About Ryan Blaney

Ryan Blaney, the 2023 NASCAR Cup Series Champion, is competing in his 11th full-time Cup season in 2026. Driving the No. 12 Ford Mustang Dark Horse for the iconic Team Penske, Blaney is an elite competitor with 18 victories in the NASCAR Cup Series and is one of a very limited number of drivers to have won multiple races in each of NASCAR’s top three series. Blaney first joined Team Penske as a talented 18-year-old racer, competing in select NASCAR Grand National Series races for the team in 2012.

Born into a racing family, Blaney is a third-generation driver. Blaney’s father, Dave Blaney, is a former NASCAR Cup Series driver and a National Sprint Car hall of famer. His grandfather, Lou Blaney, who started the family in racing, is a dirt track legend.

Consistently one of NASCAR’s most popular drivers, Blaney has actively contributed to the growth of the sport. He is a frequent guest on major news programs, a regular speaker at sports conferences, has hosted a podcast, appeared in movies and TV shows, and is a featured personality in the NASCAR docuseries, NASCAR: Full Speed.

Away from the track, Blaney is active in several business endeavors, including his bourbon-style whiskey called Ten Runner. Through his Ryan Blaney Family Foundation, Blaney focuses on raising brain health awareness and resources to support individuals and their families who are impacted by Alzheimer’s disease or concussion.