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Thorogood named Official Boot Sponsor of the Union Sportsmen’s Alliance

Thorogood Joins Union Sportsmen’s Alliance as National Conservation Partner and Official Boot Sponsor

Spring Hill, Tenn. — The Union Sportsmen’s Alliance (USA) proudly welcomes Thorogood Shoes—maker of legendary American Heritage work, safety and outdoor boots—as its newest sponsor and conservation partner.

Under terms of a multi-year agreement, Thorogood will support the USA’s Work Boots on the Ground conservation program as a National Conservation Sponsor and Official Boot Sponsor of the Union Sportsmen’s Alliance.

Headquartered in Merrill, Wisc., the employee-owned company has been making rugged, reliable and comfortable footwear for tradesmen and other hardworking Americans since 1892. Along with tough, well-fitting work boots, Thorogood offers an extensive line of outdoor footwear for hunting, hiking and extreme weather.

“Nearly 100 styles of Thorogood’s American Heritage work boots are handcrafted in America by union tradespeople, making this partnership a perfect fit for our organization and our members,” said Jay Stuart, USA director of sales and marketing.

“Thorogood and the Union Sportsmen’s Alliance are a match made in heaven,” said Bianca Boettcher, Thorogood marketing manager. “We couldn’t be more honored to be the official boot sponsor of the USA! Thorogood is proud to support union workers, who are longtime ambassadors of our brand. The Union Sportsmen’s Alliance’s mission of uniting the union community for conservation and community service is something we value greatly as a company.”

Launched in 2010, the USA’s Work Boots on the Ground program has completed more than 230 projects in 31 states. The value of volunteer labor donated through the program exceeds $1.5 million, while outreach events have engaged more than 13,000 participants,

“Union members who volunteer their time and talents are the backbone of the USA’s conservation, infrastructure and outreach programs,” Stuart noted. “Partners like Thorogood, who support the American worker and believe in our mission to preserve America’s outdoor heritage, are helping us expand our impact from coast to coast.”

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Union Sportsmen’s Alliance (USA): The USA is a union-dedicated, 501(c)(3) nonprofit organization whose members hunt, fish, shoot and volunteer their skills for conservation. The USA is uniting the union community through conservation to preserve North America’s outdoor heritage. For more information, visit or connect on Facebook, Twitter and Instagram.


Work Boots on the Ground (WBG): WBG is the Union Sportsmen’s Alliance’s flagship conservation program that brings together union members willing to volunteer their time and expertise to conservation projects that improve and enhance public access to the outdoors, conserve wildlife habitat, restore America’s parks and mentor youth in the outdoors. The USA’s WBG program works closely with federal, state and local agencies and other conservation groups to provide manpower needed to complete critical projects that may otherwise go undone.


Thorogood: An employee-owned company, Thorogood has been manufacturing union-made footwear in Wisconsin since 1892. The company offers nearly 100 styles of American Heritage footwear handcrafted by union tradespeople, and a new line of rugged outdoor footwear for life’s pursuits. Learn more at:


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Weinbrenner Shoe Company Suspends Operations Amid COVID-19 Outbreak

MERRILL, WI (March 20, 2020) With the effects of the COVID-19 outbreak being felt more each day, our primary concern is and always has been the health and safety of our employees and our communities.

In order to support efforts to slow the spread of coronavirus (COVID-19) and protect the health and safety of our employees Weinbrenner Shoe Company/Thorogood Shoes has temporarily suspended all operations until April 6, 2020, effective immediately. Both the corporate office and manufacturing facilities in Merrill and Marshfield, Wisconsin will be affected.

“I’m saddened each day as I watch the impact COVID-19 is having on our communities. The health and safety of our employees is our highest priority. The decision to temporarily suspend operations was not taken lightly. We will work with government and health officials to safely bring our employees back to work.” said Jeff Burns, President of Weinbrenner Shoe Company, Inc.

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Weinbrenner Shoe Company-Thorogood named 2019 Business of the Year

Thursday October 10th, Thorogood and seven highly respected businesses in the Merrill Wisconsin area were nominated for Large Business of the year. Based on votes from Business Chamber members, Weinbrenner Shoe Company, manufacturer of Thorogood branded footwear won the award for our increased community involvement and our Thorogood Boot Camp.

The Thorogood Boot Camp lets local high school students create their own pair of boots from start to finish. The Boot Camp encourages students to learn not by textbooks or quizzes but by their hands, machines, and the help of Linda Herber who worked at Weinbrenner Shoes company for 39 years.

This program is set up to help these students embrace the trades and hard work.  Our initiative of this program is to let these kids understand the process of manufacturing footwear and how rewarding that can be.

We want to thank the chamber and the Merrill community for voting for us for this great award. We are proud of all the Weinbrenner Shoe Company employees and the hard work that they put in to make the Thorogood brand successful worldwide.


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Burns Named President of Weinbrenner Shoe Company, Inc.

MERRILL, WISCONSIN, August 23, 2019 – Weinbrenner Shoe Company, Inc announced that Jeff Burns has been appointed president.

“After a thorough and thoughtful succession planning process, Jeff is the clear choice to lead Weinbrenner into the future as president”, said Dave Gisselman, chairman of the board of Weinbrenner Shoe Company. “We believe that Jeff will be a great cultural fit for the company and look forward to his leadership in driving the next wave of growth for Weinbrenner.”

Burns started with Weinbrenner in 2011 and most recently served as Senior Vice President Sales and Marketing. He has extensive footwear experience including management positions with Rocky Brands, HH Brown and Novation.

“I am thrilled and humbled to lead this great Weinbrenner team,” said Burns. “After 127 years, the world is discovering the Thorogood brand and they like what they see. Demand is at an all-time high. One of our biggest challenges is producing enough Made in USA footwear to satisfy that increased demand. As a result, we are investing in increased capacity in our two Wisconsin factories. Additionally, we have entered into a joint venture to invest in an additional production facility in Maine. These strategic moves should boost production by over 30% in 2020.”

About Weinbrenner Shoe Company

Weinbrenner Shoe Company was founded in Wisconsin in 1892. The Thorogood brand, established in 1917, represents Weinbrenner’s premier line of job-fitted occupational footwear. Thorogood is an industry leader in boots for the working trades; including industrial safety, fire, rescue, military, tactical, uniform and outdoor footwear. For more information, visit

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Thorogood Enters Exclusive Distribution Partnership with LION

April 15, 2019

For Immediate Release

MERRILL, WI –Weinbrenner Shoe Company, employee-owned manufacturer of Thorogood brand footwear and LION First Responder PPE, Inc., manufacturer of first responder protective equipment (PPE) have entered into a long-term strategic partnership that leverages the strengths of both companies.

Beginning May 1st, 2019, LION Fire Boots by Thorogood will be the exclusive certified boot offering for Structural Firefighting and Wildland/EMS boots. Weinbrenner Shoe Company, Inc. will continue to manufacture and design their complete line of occupational footwear along with Thorogood fire boots, while LION will have responsibility for all sales and marketing of the fire boot category. The initial twelve-style assortment of fire boots, previously sold by Weinbrenner Shoe Company will be sold and marketed exclusively through LION via the combined distribution partners of both companies in the United States, Canada and Latin America.

“The distribution agreement between LION and Thorogood brings two fire industry powerhouse brands together. Collectively, we will deliver a variety of certified footwear for the fire service. We look forward to a long, mutually beneficial relationship for many years to come,” Patrick Miner, President of Weinbrenner Shoe Company.

“This strategic partnership allows LION to offer a comprehensive line of footwear to meet the wide-ranging needs of the fire service. We are excited to expand our overall PPE offering with a wonderful assortment of certified fire boots from Thorogood through the combined distribution partners of both companies.” Mark Smith, Senior Vice President of LION.

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About Weinbrenner Shoe Company
Founded in 1892, Weinbrenner Shoe Company, an employee-owned company headquartered in Merrill, WI USA, continues to live out the vision of our founder, Albert H Weinbrenner, to design and manufacture a complete line of Thorogood branded work, uniform, fire, military, outdoor and lifestyle footwear. The company operates in many channels worldwide, including wholesale sales – both online and retail, along with government agency and international sales that span into Asia, Europe, Caribbean, Middle East and Australia.

About LION
Founded in 1898 and headquartered in Dayton, Ohio, LION is a family-owned company with a legacy and ongoing vision of introducing new products and services designed to ensure the health, safety and performance of first responders worldwide. From game-changing personal protective equipment (PPE) and professional gear maintenance to state-of-the-art fire safety training tools and facilities, it is LION’s mission to make sure that you’re READY FOR ACTION — before, during and after. To learn more, visit