Jim Shoulders ability and performance in rodeo has won him honor and acclaim internationally. He represents a segment of American life and tradition that is a basic part of our heritage. He has no peer in rodeo, having won more World Championships than any other Professional Rodeo Cowboy's Association cowboy. Sixteen Championship titles... five All Around, seven Bull Riding and four Bareback Riding. He was reserve runner-up Champion ten times - the only three time triple crown winner - the only man to win Cheyenne All Around four times and seven time winner of Calgary Stampede... all in a ten year span.

Jim is charter and lifetime member of the ProRodeo Hall of Fame in Colorado Springs, Colorado and the Cowboy Hall of Fame in Oklahoma City, Oklahoma where many of his trophies are on display. He is the only professional cowboy honored in the Madison Square Garden Hall of Fame in New York City. He represents the rodeo cowboy in the Lexington, Kentucky Horse Park Museum and was part of the traveling exhibition of the American Cowboy at the Library of Congress, Washington D.C. In 1975 Jim was inducted into Oklahoma's Hall of Fame in recognition of the years of public service rendered to the state of Oklahoma and in 1989 in was inducted into the Oklahoma Sports Hall of Fame. In 1996 he won the Culture of the American Cowboy Award. In 1997 he was inducted into Colorado Springs Pike's Hall of Fame and Ellensburg, Washington Rodeo Hall of Fame.

Recognizing the qualities of dependability, independence, courage, determination, hard working energy and dedication to a task made Jim a valuable asset as a spokesperson for numerous companies and corporations nationally and internationally.

Jim has been with Wrangler since 1948, longer than anyone still connected with their company and has been endorsee of one product longer than anyone in the history of advertising. He continues to endorse their products, make personal appearances, television commercials, and has made motivational films.

Jim was loyal to John Justin and the Justin Boot Company long before he signed a contract to make endorsements for them. For many years he has and still does many official appearances, print ads and television commercials.

Miller Lite's "Lite All Star" advertising program proved to be one of the most successful advertising campaigns in history... introducing a variety of past world famous sports heros, including, Jim Shoulders. For over fifteen years Jim made appearances, print ads and television commercials all around to U.S.

Jim has been privileged to meet heads of companies, states, countries and U.S. Presidents. There have been many exciting, interesting and humorous experiences in his years of promotional work with many organizations.

Jim became a nationally known rodeo stock contractor furnishing livestock for rodeos from Canada to Mexico and Hawaii to Argentina. He started the first rodeo riding school and invented to mechanical bucking machine.

Jim and his wife, Sharon, have been Henryetta, Oklahoma ranchers since 1951 and now partner with their only son, Marvin Paul in family ranching operations.

The American Cowboy is a figure that is woven into the fabric of American life and tradition and Jim Shoulders continues to display all the qualities that made him a World Champion. That is probably why he is more recognizable than many current world champions and is still in demand for appearances and endorsements today.