Kicking off a notable and new, 2-year sponsorship with UT Austin in full Lucchese style was of utmost importance to the brand in 2022.​

A large footprint activation at Bevo Blvd. housing a live bootmaker, a boot wall, a photo opp and accessory shopping was buzzing pre-game. After kickoff, Lucchese hosted an exclusive, stadium Club Level boot shine station throughout the game. A similar activation was simultaneously produced by Forefront at Texas A&M.