Circuit of The Americas puts their best foot forward with Austin-based Tecovas partnership at Formula One
AUSTIN, Texas (November 3, 2022) – Circuit of The Americas (COTA) boot scootin’ boogied into a partnership with the Austin-based ranch wear and boot maker Tecovas during the Formula One Aramco United States Grand Prix. This comes on the heels of numerous other high-profile relationships COTA has recently established, thanks to refreshed organizational goals and corporate growth. This new connection to another Austin mover-and-shaker strengthens the ties among the city’s business world in an exciting way.
Founded in 2015, Tecovas has upended the cowboy boot industry to the benefit of stylish consumers everywhere. Tecovas is “the first direct-to-consumer western brand,” committed to not sacrificing fashion, comfort, or quality for more affordable pricing. By creating their own brick and mortar stores, retailer mark-ups are curbed and Tecovas can provide personal attention to each guest, something the brand is widely known for.
At the 2022 F1 USGP, Tecovas gifted nearly 60 pairs of their famous boots—with each pair taking a team of artisans more than 200 steps to complete by hand—to the F1 drivers and headlining music acts Green Day, Ed Sheeran, and Interpol. The COTA Team is incredibly grateful for Tecovas’ generosity and Southern hospitality, helping The Circuit level-up its 10th birthday party favors. Between McLaren’s exciting Unboxed video and tweets from the official F1 account and the Aston Martin F1 Team, the highlight of the weekend was catching many of the drivers rocking their new kicks up and down the paddock.