Rocky Brands, Inc (RCKY) Fair Value & Analysis
Consumer Cyclical · US · Market cap $314M
Rocky Brands, Inc
RCKY · US
Fair value as of: Jul 18, 2026
From 24 valuation models · updated 23 days ago
Share price +26.4% over the past month.
A solid business, but screening 34% overvalued on our models.
What matters now
- The price sits above even our optimistic bull case ($40.99). The favourable scenario is already priced in.
- Solid but not exceptional quality (57/100) and above fair value, neither a clear bargain nor a standout compounder.
Price vs Fair Value (5 years)
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Jul 18, 2026.
How to read this chart
60‑month range $11.56 – $58.54 · fair‑value band $24.82 – $40.99 · the $49.23 price screens above the $32.35 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Jul 18, 2026.
Analysis
Rocky Brands, Inc (RCKY) currently trades at $49.23, while our model-based Fair Value estimate is $32.35, implying the stock looks roughly 34.3% overvalued today. The Quality Score stands at 57/100 (solid quality), in the Consumer Cyclical sector. Bear case: priced above our estimate, the market already discounts strong expectations. Bull case: above-average quality can justify a premium, the entry price still matters most (evidence: high).
Over the trailing twelve months, Rocky Brands, Inc generated revenue of $492M at a net margin of 3.8%. Revenue grew 9.1% year over year. It earns a return on equity of 7.6%. Net debt stands at $124M. Fundamentals as of Jul 18, 2026
Our scenario range runs from $24.82 (bear case) to $40.99 (bull case); at $49.23, the current price sits above that range. Bear and bull are the same models run on conservative and optimistic assumptions (margins, growth, valuation multiples), so a plausible valuation range, not a price target. The share trades near its 52-week high and 144% above its 52-week low, currently above its 200-day average. For context, the median of 10 Consumer Cyclical peers we cover trades at 0% fair-value upside, at -34%, RCKY screens richer than that median.
Fair Value models
Each model estimates fair value its own way; the Fair Value above is the evidence-weighted blend. Evidence (0–100) measures how completely this model’s inputs are available: well-fed models carry more weight in the blend. The spread across models is intentional, each one stresses a different value driver; dividend models, for instance, come out structurally low when payout is small.
All 24 models by family
Widest divergence: Growth Earnings ($56.60) versus Growth DCF ($1.85). Highest evidence: Growth DCF (80).
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Key figures & financial health
More key figures
Figures from reported company fundamentals · as of Jul 18, 2026. TTM = trailing twelve months.
Quality Score breakdown
Of which business quality 55 · Market factors (momentum, volatility) 71
Non-valuation factor families (profitability, growth, cashflow, financial strength, momentum …), each academically grounded. Valuation itself sits in the Fair Value and is deliberately excluded here to avoid double-counting.
About the company
Rocky Brands, Inc. designs, manufactures, and markets footwear and apparel in the United States, Canada, the United Kingdom, and internationally. It operates through Wholesale, Retail, and Contract Manufacturing segments.
Full company description
Rocky Brands, Inc. designs, manufactures, and markets footwear and apparel in the United States, Canada, the United Kingdom, and internationally. It operates through Wholesale, Retail, and Contract Manufacturing segments. The Wholesale segment offers products, which includes sporting goods stores, outdoor retailers, independent shoe retailers, hardware stores, mass merchants, uniform stores, farm store chains, specialty safety stores, specialty retailers, and online retailers in retail locations through a range of distribution channels. Its Retail segment sells its products direct sales to consumers through its websites comprising rockyboots.com, georgiaboot.com, durangoboot.com, muckbootcompany.com, xtratuf.com, lehighoutfitters.com, lehighsafetyshoes.com, and slipgrips.com; and third-party marketplaces and Rocky Outdoor Gear Stores. The Contract Manufacturing segment include private label sales and sales to customers which are contracted to manufacture a specific footwear product for a customers. This segment also sells to the U.S. Military. It serves industrial and construction workers; hospitality industry workers, such as restaurants or hotels; farmers and ranchers; hunting, fishing, camping, and hiking enthusiasts; law enforcement, security personnel, and postal employees; and for the U.S. military personnel. The company sells its products under the Rocky, Georgia Boot, Durango, Lehigh, Muck, XTRATUF, Ranger, and Michelin brand names. The company was formerly known as William Brooks Shoe Co. Rocky Brands, Inc. was founded in 1932 and is headquartered in Nelsonville, Ohio.
Company description, as reported by the company or data provider.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
Rocky Brands, Inc reported revenue of $482M in FY2025 versus $514M in FY2021, a compound −1.6%/yr. Reported net income was $22.3M in FY2025, compounding +2.0%/yr from FY2021.
of which total revenue +5.6 pp · buybacks/dilution +0.1 pp
Absolute contributions in percentage points per year; they sum to the EPS growth rate. Start and end points are 3-year averages (details on hover).
RCKY screens 34% overvalued. Compare with NIKE, Inc →
Peer Group
Footwear & Accessories · 94 stocks
How this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.
Valuation Multiples vs Footwear & Accessories median · lower = cheaper
Snowflake
Five quick dimensions, each 0 to 100: VALUE (fair-value potential), FUTURE (revenue growth), PAST (return on equity), HEALTH (low debt), DIVIDEND (yield). Green = this stock, grey = typical sector peer.
VALUE 0: the price sits above our fair-value range.
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
ESG scores are not available for this stock yet. Values and ESG data are contextual and can differ between providers.
Similar stocks
10 more Footwear & Accessories stocks, each showing price versus our Fair Value estimate (as of Jul 18, 2026).
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
| NIKE, Inc NKE | $44.37 | $35.63 | -20% |
| adidas AG 1ADS | €165.00 | €65.71 | -60% |
| Deckers Outdoor Corporation DECK | $106.49 | $125.16 | +18% |
| On Holding ONON | $38.20 | $17.64 | -54% |
| Zhejiang China Commodities City Group 600415 | ¥12.11 | ¥13.03 | +8% |
| Birkenstock Holding BIRK | $44.36 | $44.14 | -0% |
| Crocs, Inc CROX | $138.91 | $203.65 | +47% |
| Huali Industrial Group 300979 | ¥31.10 | ¥54.71 | +76% |
| PUMA SE PUM | €29.31 | €10.57 | -64% |
| Steven Madden, Ltd SHOO | $43.26 | $11.69 | -73% |
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How we calculate Fair Value
Each company is valued through a stack of independent intrinsic-value models (DCF variants, residual-income, multiples and more), blended into one family-balanced consensus and weighted by how much trustworthy data backs it. A separate quality layer scores the fundamentals. Every input is real reported data, nothing guessed.
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