content: <?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
    <headerData>
      <submissionType>144</submissionType>
      <filerInfo>
        <filer>
          <filerCredentials>
            <cik>0000905223</cik>
            <ccc>XXXXXXXX</ccc>
          </filerCredentials>
        </filer>
        <liveTestFlag>LIVE</liveTestFlag>
  
  
      </filerInfo>
    </headerData>
    <formData>
      <issuerInfo>
        <issuerCik>0000895456</issuerCik>
        <issuerName>ROCKY BRANDS, INC.</issuerName>
        <secFileNumber>001-34382</secFileNumber>
        <issuerAddress>
          <com:street1>39 EAST CANAL STREET</com:street1>
          <com:city>NELSONVILLE</com:city>
          <com:stateOrCountry>OH</com:stateOrCountry>
          <com:zipCode>45764</com:zipCode>
        </issuerAddress>
        <issuerContactPhone>6147531951</issuerContactPhone>
        <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>LOVELAND CURTIS A</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
        <relationshipsToIssuer>
          <relationshipToIssuer>Director</relationshipToIssuer>
        </relationshipsToIssuer>
      </issuerInfo>
      <securitiesInformation>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <brokerOrMarketmakerDetails>
          <name>FIDELITY BROKERAGE SERVICES LLC </name>
          <address>
            <com:street1>245 SUMMER STREET</com:street1>
            <com:city>BOSTON</com:city>
            <com:stateOrCountry>MA</com:stateOrCountry>
            <com:zipCode>02110</com:zipCode>
          </address>
        </brokerOrMarketmakerDetails>
        <noOfUnitsSold>4000</noOfUnitsSold>
        <aggregateMarketValue>148400.00</aggregateMarketValue>
        <noOfUnitsOutstanding>7423181</noOfUnitsOutstanding>
        <approxSaleDate>06/07/2024</approxSaleDate>
        <securitiesExchangeName>NASDAQ</securitiesExchangeName>
      </securitiesInformation>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>06/07/2024</acquiredDate>
        <natureOfAcquisitionTransaction>Stock Option Exercise</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>4000</amountOfSecuritiesAcquired>
        <paymentDate>06/07/2024</paymentDate>
        <natureOfPayment>Compensation </natureOfPayment>
      </securitiesToBeSold>
      <nothingToReportFlagOnSecuritiesSoldInPast3Months>N</nothingToReportFlagOnSecuritiesSoldInPast3Months>
      <securitiesSoldInPast3Months>
        <sellerDetails>
          <name>Curtis A. Loveland</name>
          <address>
            <com:street1>39 East Canal Street</com:street1>
            <com:city>Nelsonville</com:city>
            <com:stateOrCountry>OH</com:stateOrCountry>
            <com:zipCode>45764</com:zipCode>
          </address>
        </sellerDetails>
        <securitiesClassTitle>Rocky Brands Inc</securitiesClassTitle>
        <saleDate>05/06/2024</saleDate>
        <amountOfSecuritiesSold>7587</amountOfSecuritiesSold>
        <grossProceeds>270451.60</grossProceeds>
      </securitiesSoldInPast3Months>
      <securitiesSoldInPast3Months>
        <sellerDetails>
          <name>Curtis A Loveland</name>
          <address>
            <com:street1>39 East Canal Street</com:street1>
            <com:city>Nelsonville</com:city>
            <com:stateOrCountry>OH</com:stateOrCountry>
            <com:zipCode>45764</com:zipCode>
          </address>
        </sellerDetails>
        <securitiesClassTitle>Rocky Brands Inc</securitiesClassTitle>
        <saleDate>05/07/2024</saleDate>
        <amountOfSecuritiesSold>2126</amountOfSecuritiesSold>
        <grossProceeds>74913.44</grossProceeds>
      </securitiesSoldInPast3Months>
      <noticeSignature>
        <noticeDate>06/10/2024</noticeDate>
        <signature>/s/ Daniel Gardea as a duly authorized representative of Fidelity Brokerage Services LLC, as attorney-in-fact for LOVELAND CURTIS A</signature>
      </noticeSignature>
    </formData>
  </edgarSubmission>
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text: 144
  0000905223
  XXXXXXXX
  LIVE
  0000895456
  ROCKY BRANDS, INC.
  001-34382
  39 EAST CANAL STREET
  NELSONVILLE
  OH
  45764
  6147531951
  LOVELAND CURTIS A
  Director
  Common
  FIDELITY BROKERAGE SERVICES LLC
  245 SUMMER STREET
  BOSTON
  MA
  02110
  4000
  148400.00
  7423181
  06/07/2024
  NASDAQ
  Common
  06/07/2024
  Stock Option Exercise
  Issuer
  N
  4000
  06/07/2024
  Compensation
  N
  Curtis A. Loveland
  39 East Canal Street
  Nelsonville
  OH
  45764
  Rocky Brands Inc
  05/06/2024
  7587
  270451.60
  Curtis A Loveland
  39 East Canal Street
  Nelsonville
  OH
  45764
  Rocky Brands Inc
  05/07/2024
  2126
  74913.44
  06/10/2024
  /s/ Daniel Gardea as a duly authorized representative of Fidelity Brokerage Services LLC, as attorney-in-fact for LOVELAND CURTIS A