For Erda, Utah, cowboy Cooper James, rodeo has been more than just a sport — it has been a way of life. From an early age, James said he was captivated by bull riding, an obsession that grew stronger as he developed into a skilled competitor in the rodeo world.
James’ journey in the Professional Rodeo Cowboys Association (PRCA) is one of challenges and triumphs. However, one partnership has truly stood out: his collaboration with American Hat Company, a relationship he said feels more like family than a sponsorship.
“I’ve been wearing American hats since I could walk,” James said.
“I have pictures in their hats from when I was a little kid, but I’m still just getting on sheep.”
His connection to rodeo started in his early childhood when he dreamed of becoming a bull rider. Over the years, that childhood dream evolved into a successful rodeo career, and he said his relationship with American Hat Company became an integral part of his journey.
“I met with the team at the Hondo Rodeo in Phoenix,” James said. “My buddy, Lefty Holman, is sponsored by them too, so he introduced me to the team.
“It’s been great to have them on board and be a part of their team,” James said. “It’s like a family over there.”
James added that the relationship with American Hat Company goes beyond sponsorship.
“Anything I need, I know I can call them,” he said, underscoring how much the company feels like a support system.
While James’ partnership with American Hat Company has been a cornerstone of his career, his rise in the rodeo world has not come without its challenges.
Early on, James said he faced difficulties navigating the rodeo circuit.
“It was tough at the start,” he said. “You don’t know where to enter and have no real qualifications.”
But through persistence and hard work, James found his footing. After competing in smaller rodeos, he qualified for the San Antonio Stock Show & Rodeo, where he said his career started growing.
“I qualified to go to San Antonio, and that’s where it took off,” he said. From there, he made his way into the top 25 and, later, the top 15 in the PRCA world standings.
Photo Courtesy of American Hats
James said a key part of his success has been his mental approach to rodeo. He credited much of his calm demeanor to the guidance from seasoned mentors, including Josh Frost, Sage Kimsey and Clayton Sellars.
“Clayton Sellars knows he’s showing up to win no matter what,” James said, highlighting Sellers’ strong mental game, which he admires and works to emulate in his career.
That mental toughness helped James during his first trip to the National Finals Rodeo, where he placed third in the world, second in the average, and was crowned the 2024 Resistol Rookie of the Year in the bull riding.
“Everyone going to the finals wants to win the world title,” James said. “It was such a good feeling, and you feel like you can carry that momentum for the next year.”
James said he is determined to continue building on his success. While focusing on bull riding, he is also interested in expanding his repertoire.
“Shoot, I haven’t been on a saddle bronc horse in a little over a year now, but that’s a dream I want to come true,” he said of his dream of making the NFR in multiple events.
However, he added that his love for bull riding stays at the forefront of his career. “Whenever people think rodeo, the fan favorite is the bull riding,” he said. “It’s the most action-packed, the adrenaline rush.”
