As Tough Draw continues to grow across storytelling, athlete representation, and live events, one thing has stayed consistent: the partners who are building alongside them.
As Tough Draw continues to grow across storytelling, athlete representation, and live events, one thing has stayed consistent: the partners who are building alongside them.
That comes down to alignment. Not just in direction, but in values, in relationships, and in a shared respect for the Western way of life.
That alignment shows up clearly in Tough Draw’s long-standing partnership with CINCH.
Across multiple areas of the Tough Draw platform, CINCH has been an integral part of building the brand. From supporting Tough Draw Talks, to backing athletes within Tough Draw Sports, to helping bring the Tough Draw Tour to life, their presence has been consistent.
And consistency matters in this space.
For Tough Draw, partnerships are built around the people at the center of the sport—athletes, families, and the communities that support them. CINCH understands that. It’s evident in how they show up and who they stand behind.
CINCH’s roots run deep in the Western industry. The Miller International story dates back more than a century, built on hard work, craftsmanship, and a clear understanding of the Western customer. When CINCH entered the scene in the mid-90s, it carried that same foundation forward—creating gear that could handle the demands of the rodeo arena while still reflecting the style and identity of the people wearing it.
That connection to the sport has never been surface level. It’s part of how they operate.
And for the athletes, that shows up in real ways.
“The awesome thing about CINCH is they’re generous to us and can provide product literally from head to toe,” said Tough Draw Sports athlete Jace Trosclair. “The fit is amazing in the clothing, and the support they have shown me even before ever making my first NFR has been a blessing.”
“For a guy like me who’s had his fair share of ups and downs, to have a reputable brand behind me through it all means the world to me,” added fellow Tough Draw Sports athlete Colton Byram.
That kind of support goes beyond sponsorship. It’s about showing up early, staying consistent, and backing athletes through every stage of their career.
The same can be said for the people behind the brand.
Leaders like Cassi Nichols and Jessica Wahlert have played a meaningful role in building the relationship between CINCH and Tough Draw, bringing a level of understanding and communication that reflects what both sides value.
Tough Draw“We care about how athletes are supported beyond what people see on the surface—helping create longevity, providing opportunities, and being good stewards of the sport along the way,” Nichols shared. “Getting to be part of what Tough Draw is building, and seeing it elevate the experience for both athletes and fans, is something we’re really proud of.”
Through Tough Draw Sports, CINCH currently supports a growing roster of athletes, helping create opportunities that extend beyond competition and into long-term visibility and career development.
Their support of Tough Draw Talks has also helped elevate the voices within the sport—giving athletes and industry leaders a platform to share their stories in a way that feels real and unfiltered.
“CINCH understands the culture, and they understand the athletes,” said Brad Hughes. “That’s what makes the relationship work. It’s about being aligned with what matters in this sport.”
Now, as the Tough Draw Tour takes shape, that same alignment continues.
By showing up across multiple parts of the Tough Draw platform, CINCH is helping build something connected where athletes, fans, and partners all play a role in the future of the sport.
Tough DrawPartnerships like this take time. They’re built through trust, consistency, and a shared belief in where things are headed.
For Tough Draw, that’s the standard. And it’s a big part of what comes next.
Tough Draw is a Western storytelling and athlete advocacy platform operating across live events, sports representation, media, and production. Founded in 2014, the brand was built on a commitment to honor Western culture while elevating the athletes who define it. Today, Tough Draw operates through multiple verticals, including Tough Draw Tour, a premium bull riding–only league; Tough Draw Sports, an athlete representation agency; Tough Draw Talks, a Western-focused podcast; and Tough Draw Film, a production company rooted in documentary storytelling. Guided by athlete-first values and long-term relationship building, Tough Draw blends sports professionalism with authentic storytelling to expand opportunity within the Western industry.