Rocky Brands Adds Muck and XTRATUF to Guidefitter Platform Reaching 194,000 Pros
Rocky Brands expanded its strategic marketing partnership with Guidefitter to include its Muck and XTRATUF brands, adding to the Rocky Boots relationship launched in 2021. The move grants these two brands access to over 194,000 verified outdoor professionals and Guidefitter's network of 325 partners, enhancing direct brand engagement.
1. Partnership Expansion with Muck and XTRATUF
In April 2026, Rocky Brands extended its Guidefitter collaboration to include The Original Muck Boot Company and XTRATUF, building on its 2021 integration of Rocky Boots. This broadens the footwear portfolio leveraging a professional network known for performance-driven recommendations.
2. Guidefitter Platform Reach
Guidefitter provides access to more than 194,000 verified outdoor professionals—including guides, outfitters, military and law enforcement—and supports over 325 brand partners. The platform uses pro programs, targeted storytelling, and product education to drive authentic engagement and purchase decisions.
3. Implications for Rocky Brands
By tapping Guidefitter's network, Muck and XTRATUF gain direct engagement with core users whose professional endorsements influence consumer buying. This strategy may bolster brand credibility, reinforce trust with key audiences, and support sales growth across the Rocky Brands portfolio.