Why Rob Gronkowski Will Be Wearing Wrangler Jeans to the Super Bowl

Cowboy denim brand becomes latest to sign Gronk as endorser

rob gronkowski with pink sunglasses double fisting two giant plastic drinks
Gronk, shown here in his post-retirement uniform, will be sporting Wrangler jeans this weekend. YouTube: Gronk Beach

For 73 years, Wrangler has positioned itself as the maker of authentic Western blue jeans, the sort of denim worn by cowboys, ranch hands and rodeo riders. Jeans that demanded to be worn with a silver belt buckle the size of a dinner plate. So if you were Wrangler and looking for a logical brand ambassador, would you sign up some dude from New England?

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.