About

Champion Attitude Boots is a fourth generation cowboy boot company. Champion is the family brand, Attitude is so much more: it is who we are and what we provide. Attitude is everything. Our heritage is rich in western imagery and the very meaning of quality and independence were bred into the lifeblood of our being.

"You can't win if you're afraid to lose".

We specialize in quality custom cowboy boots, as well as period and high-end costume reproductions. Our craftsmen are expert boot makers. The Champion Family Brand has been an industry leader in custom western cowboy boots for more than 75 years. Ildefonso Sanchez came to America seeking the American dream and the liberty that this country offered. Upon settling in El Paso, using his skills as a boot craftsman, Ildefonso worked alongside Tony Lama at Fort Bliss. He, like Lama, passed on the tradition to his children and each generation added to the knowledge and reputation of the family brand. Joe Sanchez, the third generation, along with his wife Norma, helped to create El Paso's great image of El Paso as "Boot Capital of the World" as consultants and subcontractors for such well known brands as Tony Lama, Justin Boots, Nocona Boots and Dan Post Boots. Seeing a huge growth of cowboy boots in popular American culture, and recognizing his knowledge of boot making and leadership, each of those companies sought out his expertise in setting up shop along the border where hand-crafts and talent were plentiful at the time before and during the Urban Cowboy era. Joey and Priscilla Sanchez, the fourth Generation, began their venture into the boot family by pulling up their sleeves and pulling out the older family patterns of the 40's, 50's, and 60's. The colorful details of vintage retro patterns were new and exciting again. We were to be the first to re-create and generate interest in Classic Styles, period reproductions and fashion forward Tattoo Styles. Back in the mid 80's, we designed Tattoo Styles for rock and roll bands like Kiss and Motley Crue. In the 90's, we were the first to use silver studs and crystals with one-of-a-kind leathers for designer shows, all the while remaining true to our roots of making old world handmade quality boots that cattle ranchers and executives alike rely on for roping and wrangling. Unlike other boot companies, we don't just market the family history, we live it.

The boots you live in!

Thank You,
Joey and Priscilla Sanchez