The Justin Boot Company is unveiling a new line of footwear to be marketed as the George Strait Collection. A Justin press release states that the product line "pushes the limits of footwear technology, style and comfort thereby enticing consumers to kick off their old boots and slip on a new pair." The boot collection includes four lines, including the Cotulla series (named for the Texas town located near Strait's ranch) and the Bandera (named after the town known as the cowboy capital of Texas). The press release quotes Strait as saying, "I've always been a fan of Justin boots and have worn them in every aspect of my life. That's why a signature line of comfortable, high-quality footwear made perfect sense."