The Wrangler Family
Jim Shoulders - Championship Bull Rider, Championship Bareback Rider, World Champion All-Around Cowboy, Family Man, Charter Member of the ProRodeo Hall of Fame, Philanthropist, Businessman, Hero. Mr. Shoulders will certainly be remembered for all of these things. But for his friends at Wrangler, Jim will be remembered first as Friend. While the Wrangler Family is saddened at Jim's passing, we are not disheartened. We are honored to have called him one of our own for 60 years. As our longest-running endorsee, an original fit model for the 13MWZ Cowboy Cut jeans, an icon in our ads, and a man who was true to his word, Jim was a class act of epic proportions. Anyone who had the chance to sit a spell with Jim knew instantly he was the read deal: his Cowboy-Way, straight-shooting, playfully gruff personality -- belied only by a wink -- was a treasure trove of some of the best tales from the rodeo circuit and beyond. His legacy precedes him and he will be honored for much longer than his 78 years as generations of cowboys and cowgirls try to live by the standard he set -- both in and out of the arena. Jim, your Wrangler Family is honored to have been a part of your incredible journey.
Phil McAdams
President, Wrangler Specialty
Jim Shoulders was the embodiment of everything the Western lifestyle stands for and I am proud to be a part of the company his legacy helped create. A gentleman, a champion, and most of all, a cowboy, Jim Shoulders will always be a hero to the sport of rodeo.
Karl Stressman
Director, Wrangler Special Events & Licensing
Jim Shoulders impacted this industry unlike anyone of his time. He never wavered as a devoted supporter, friend, partner and champion to the sport of rodeo and the Wrangler brand. The Wrangler family will be forever proud and grateful, and Jim will be deeply missed.
Joe Beaver
World Champion Tie-Down Roper
Jim Shoulders to me was a pioneer in the field of endorsements, in representing companies and using his name and everything he's done to further the sport of rodeo. To me, and to guys that came along later, he was a light at the end of the tunnel. He was a gentleman. And most of all, he was a winner.
Will Lowe
2006 World Champion Bareback Rider
Jim was a great man who I only knew for a short time. But he is a hero to many and a legend for eternity.
Dan Mortensen
World Champion Saddle Bronc Rider
Jim Shoulders was the greatest legend the sport of rodeo has ever known. He had a wonderful personality and treated everybody as a friend. He will be greatly missed.
