Jim Shoulders was a faithful endorsee of Wrangler Western Wear and appeared in several ads for the brand, including this one also featuring Jim's son Marvin.

Original ticketing for Wrangler Cowboy Cut jeans highlighted the endorsement of top cowboys -- "7 out of 8 World Champion All-Around Cowboys wear Wranglers" -- and featured Jim's five all-around world titles.

Family values were important to Jim, just as they are to the Wrangler family. This ad featured Jim and his wife Sharon, daughters Jamie and Jana and son, Marvin Paul.

The Wrangler 13MWZ Original Fit Cowboy Cut jeans were designed by rodeo tailor, Rodeo Ben. Jim Shoulders helped perfect the 13MWZ by serving as a fit model and by offering advice to make the features of the jeans - right down to the rivets - even more functional and wearable for cowboys. These same features endure today.

Jim poses for a photograph in 1957 surrounded by trophy saddles, boots, buckles and plaques.

Jim's legacy continues - he holds the PRCA record for the most consecutive bull riding world titles. Jim rode in fine form. Note the "JS" on his chaps.

A portrait photo taken of Jim.

Jim rides bareback on Speckled Bird. This photo was taken in San Angelo in 1954.

Jim exemplified what it meant to be a cowboy - in his accomplishments in the ring, in the confidence in which he wore his Wrangler jeans, shirts and jackets, and in the way he conducted his relationships - whether with family, fellow rodeo competitors or in business.