In 1943, with the acquisition of the Casey Jones company, the Blue Bell Overall Company also gets the rights of a rarely used Casey Jones brand name -- Wrangler. Within three years, Wrangler authentic western jeans are being endorsed by professional rodeo cowboys for their durability, quality and authenticity. Jim Shoulders, World Champion Cowboy, then endorses Wrangler until his death in 2007, ending a 58-year partnership with the brand, the longest sports licensing endorsement in the history of professional sports. Wrangler believes in solid commitments and perseverance in the face of obstacles and challenges. Wrangler values honesty, consideration and respect. Wrangler values their customers and strives for full satisfaction with a continuing commitment to high standards of quality.