The western lifestyle is made up of like no other. From the arena dirt to the festival stage, to the dance floors and community halls, Lammle’s strives to build strong partnerships that have a lasting impact on our customers and communities. Lammle’s proudly supported over 500 community events and initiatives across Canada helping to build a better community and promote the Western lifestyle.
|
Welcome to the West Campaign Features Brett Kissel Riding A Bull
In partnership with award-winning Canadian country music artist, Brett Kissel, Lammle’s captured the Western culture of bull riding through his single “Cowboys & Dreamers”. Together a music video and brand campaign was shot to drive awareness of Lammle’s ahead of the Calgary Stampede. The video was captured in Southern Alberta near Strathmore and showcased professional bull riders Brock Radford, Ashton Sahli, Jeremy Maisonneuve and Gordon Erickson. It features professional bullfighters Ty Prescott and Brett Monea well known to represent the Lammle’s brand in the arena. As Brett Kissel performed in the arena with the art of bull riding and bullfighting around him, it led to point where Brett decided to ride a bull himself. Lasting nearly 8 seconds and jumping off these moments captured together brought joy to everyone achieving views from all over the world. It is a true definition of Lammle’s who proudly welcomes everyone to experience the western lifestyle. Watch Lammle’s x Brett Kissel "Welcome To The West" Commercial
|
Calgary Stampede Introduces Breakaway Roping And Sets New Attendance
For over 100 years the Calgary Stampede in our community is synonymous with welcoming visitors from across the world to experience the West. Lammle’s is proud to be the Official Western Wear Supplier and home to the CS branded merchandise. Lammle's is a proud partner of the CS Royalty, CS Showriders and CS Bullfighters. The Calgary Stampede saw record breaking attendance with over 1.47 million visitors. Including the annual Calgary Stampede chuckwagon auction which set an all-time record totaling $3.84 million raised for drivers. The Calgary Stampede athletes and chuckwagon drivers saw a combined payout of $1.85 million. This year, the Calgary Stampede introduced women's breakaway roping to its rodeo events. The first addition to a CS Rodeo event in 50 years. The Calgary Stampede was honoured to be named the 2025 Mega Rodeo of the Year by the Women's Professional Rodeo Association (WPRA). For guests on park Lammle’s proudly provided a shopping experience with over twelve stores on park for visitors to get the latest boots, hat, shirts, jeans. Lammle’s hires over 150 summer employees to support stores on Calgary Stampede Park. Lammle’s Stephen Avenue sees many guests during the 10-day event and this year we proudly helped award-winning DJ Producer Diplo to new cowboy hat from our summer hire, Jack. Learn more meeting Diplo with our "Meet Jack" video
|
Lammle’s The Barn Raises Funds For Local Community
The Barn in Didsbury, Alberta at the Dibsury Rodeo Grounds was host to a live concert event featuring rising country artist Dusty Golden. Set against the rustic charm of the Didsbury Rodeo Grounds, the evening was a night of great music, community spirit, and Western hospitality. The event raised more than $2,000 for the local ag society and Project Disbury. The event created was also the backdrop to support Lammle’s “Welcome to the West” brand campaign commercial featured during the Calgary Stampede. Watch "Welcome To The West: Lammle's The Barn" Commercial
|
Professional Chuckwagons Sees In-depth Storytelling
Across the dirt tracks of Alberta and Saskatchewan, the chuckwagon wheels rolled. Lammle’s proudly supported the World Professional Chuckwagon Association and their segment "Behind the Barns with Kass Patterson", where she spoke to drivers behind the scenes ahead of the each event. The interviews were exclusively on the Lammle’s and WPCA social media channels and the radio. The stories shared helped those familiar and unfamiliar with the chuckwagons get an in-depth look at the chuckwagon lifestyle. Lammle’s proudly support the Canadian Professional Chuckwagon Association tour across our communities where drivers were rewarded gift cards and viewers could watch live drone shots of the event online. The CPCA Championship was a blast this year where a driver was rewarded by the fans as the best dressed. The Western lifestyle revolves around the chuckwagons and their heritage, it’s important to bring everyone into this lifestyle to and how family brings it all together. Let your horses run.
|
Professional Bull Riders Travels Across Canada Breaking Records
The high-paced action of the PBR Canada brings together the West and entertainment. Lammle’s proudly supported over 15 PBR Events that saw record-breaking crowds, including the PBR Canada Cup Series as the Official Western Wear Retail Partner spanning across five provinces. From Kelowna, BC to London, Ontario, Lammle’s involvement in the PBR events was through the support of the bullfighters and Brinson James the Entertainer. Each night of the Lammle’s sponsored PBR events fans could experience a number of Lammle’s giveaways including, new Dan Post Boots, Fan of the Night $500 Gift Card or exclusive PBR branded t-shirts. This year’s PBR Canada’s indoor and outdoor events of the year, Czar Lake Bullarama and the Dakota Buttar Invitational were supported by Lammle’s. Lammle’s hosted four PBR Meet & Greets in our stores where fans and customers got a chance to speak with the professional bull riders and bullfighters and get their autographs and picture. The way PBR brings excitement and joy to fans is a pinnacle at Lammle’s to experience the West. See you in the dirt.
|
Back-To-School In Western Style
This year's Lammle's back-to-school campaign featured professional trick riders Piper Yule and Bleu Ledoux with friends Hattie, Joel and Cash. The destination of the shoot was at the Bearspaw Historical Society in Calgary, Alberta. From riding horses to roping in the classroom, this is going to school in the West like no other in the lastest Western fashions. Watch Lammle’s “Go Back In Style” Commercial
|
Zeke Thurston Invitational Xtreme Broncs Challenge Recognized As The Best
The second iteration of the Zeke Thurston Invitational Xtreme Broncs Challenge was named the PRCA Division 2 Xtreme Broncs Committee of the Year. This year saw a packed arena on their feet as Zeke and Wyatt Casper went for the last ride in the short round with Wyatt, selecting the legendary C5 F13 Virgil to take the championship with a 93.5 ride. This December marks Virgil’s retirement. For over a decade he put on a show everywhere he travelled. The legendary Virgil has made headlines across Canada and the USA. Lammle's is rooted in Alberta is proud to be a major sponsor of Zeke's hometown event in Stettler, Alberta.
|
All Roads Lead West Campaign Celebrates The Cowboy Way
Some say it can be the road less travelled, Lammle’s believes it’s the road to the Canadian Finals Rodeo. To help support the event, Lammle’s dropped a brand campaign that featured professional bull riders Jake Gardner, Ashton Sahli and Garrett Green as they traveled down Alberta's Cowboy Trail on their way to Rogers Place. The campaign was captured on the heels of the Okotoks Pro Rodeo near Millarville, Alberta and provided an authentic photo caption of two cowboys on Cowboy Trail. We believe that no matter where you go, All Roads Lead West to Lammle’s. Watch Lammle's "All Roads Lead West" Commercial
|
Canadian Finals Rodeo Highlights The Best Of Rodeo
The road to Canadian Finals Rodeo begins for Lammle’s with the Medicine Hat Spring Rodeo. From the months of April to October, Lammle’s proudly supported over 20 CPRA rodeos in our communities before the coveted Canadian Finals Rodeo in Edmonton, Alberta. Lammle's is proud to be the Official Western Wear Retail Partner and the Official CFR Merchandise Supplier of the Canadian Finals Rodeo. This partnership celebrates not only a significant milestone in the rodeo season but also the enduring legacy of Lammle's as a cornerstone of the Western community. Lammle's is proud to be the presenting partner of the CFR Bullfighters, featuring Brett Monea, Tanner Byrne, and Ty Prescott and hosted exclusive giveaways each night including the Lammle’s “Fan of the Night” who took home a $500 Gift Card. The Canadian Country Expo was host to a Lammle’s tradeshow booth where you could buy the latest Western wear. Lammle's is rodeo and we proudly continue to support this Western heritage tradition in our communities.
|
The Gathering Gets Western
For the second year Lammle’s proudly brought the West to The Gathering Summit, a premier business summit in Banff, Alberta where the top marketing leaders and influencers in North America join together to connect, learn and lead. Lammle’s teamed up Afire Hat Burning to support outfitting guests in the latest cowboy hats with custom branding and decorating. Thank you to the entire team for helping bring the West to the Castle in the Rockies.
|
4-H Canada Celebrates Provincial Winners
Lammle’s is proud to support 4-H Canada groups in our Alberta, BC and Saskatchewan communities through an exclusive in-store year-round discount for 4-H Members. We are proud to volunteer our time in the communities to support 4-H youth. This year Lammle’s supported 4-H BC’s Gator Lottery where customers won a $500 Lammle’s Gift Card. As part of the 4-H Alberta Raffle winners received an early bird raffle prize of a $500 Lammle’s Gift Card. Through countless community rodeos, Lammle’s provided auction items to help raise founds in our communities for 4-H Clubs.
|
Fundraising Initiatives Drives The West Forward
Lammle’s is proud to support the community helping to raise awareness and funds for important organizations that impact on our customers and rodeo athletes. In 2025, Lammle’s helped raise over 1.25 million dollars through various initiatives including the 26th Annual Cody Snyder Charity Bullbustin’ raising over $530,000 for local Alberta charities. The 51st Annual Fashion Show & Luncheon at Canadian Finals Rodeo raising over $20,000 for the Canadian Pro Rodeo Sport Medicine team. The annual PBR Ty Pozzobon banquet helped raising over $20,000 for the Ty Pozzobon Foundation. The 20th annual Calgary Flames Poker Tournament raising a record-setting $610,000 for the Calgary Flames Foundation. A Not So Silent Nite gala raising over $75,000 for Paul Brandt's Not In My City. The Porchlight Society's 2nd annual Night Out In November gala raising over $33,000 for the Do More Agricultural Foundation. Lammle's is proud to help make our communities stronger.
Building The West Stronger
As we close out 2025, we remain dedicated to outfitting our customers in quality Western wear and building even stronger connections with our partners and communities. The Lammle’s team wish everyone a wonderful Christmas season and joyous New Year. See you in 2026!
