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Remembering Lane

July 2021 marks the 32nd anniversary of the passing of the most legendary bull rider of all time. Today, his legacy lives on thanks to his fans that carry on his championship spirit. Join us in remembering Lane by wearing your favorite Lane Frost gear or grabbing a new item! During Lane’s Memorial Month we are offering discounted prices across our entire store (see details below)!

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You're a fan because you know premium apparel when you see it.

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You're a champion because you won't settle for anything less than the best.

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You're a legend because you know that drive and dedication leave lasting legacies.

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On August 20, 1987 while riding in the Elks PRCA Rodeo, Lane broke his collarbone. The next month, he came back to win the championship at the Pendleton Round Up. Throw on the Comeback hat and remind people that even when you're down, you've never out.

“A big part of winning is having lots of good luck. And I think a good competitor makes his own luck. That's why he is a winner. Luck to me is lots of determination, lots of hard work, faith in myself, and in God.”




As champions do, Lane treated every ride like it was his last. On July 30, 1989 — he successfully rode "Takin' Care of Business" at Cheyenne Frontier Days. Unfortunately, he was hit by the bull after dismounting and passed within moments. Although Lane was taken from us too soon, he made the most of his life and accomplished everything he set his sights on. "Don't be afraid to go after what you want to do, and what you want to be. But don't be afraid to be willing to pay the price." - Lane Frost

“Don't be afraid to go after what you want to do, and what you want to be. But don't be afraid to be willing to pay the price.”

-Lane Frost


8 seconds: the movie

8 Seconds is a 1994 American biographical drama film directed by John G. Avildsen.

Its title refers to the length of time a bull rider is required to stay on for a ride to be scored.