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>11000</noOfUnitsSold>
        <aggregateMarketValue>392040.00</aggregateMarketValue>
        <noOfUnitsOutstanding>7417546</noOfUnitsOutstanding>
        <approxSaleDate>05/06/2024</approxSaleDate>
        <securitiesExchangeName>NASDAQ</securitiesExchangeName>
      </securitiesInformation>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>03/17/2020</acquiredDate>
        <natureOfAcquisitionTransaction>Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>1000</amountOfSecuritiesAcquired>
        <paymentDate>03/17/2020</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>03/13/2020</acquiredDate>
        <natureOfAcquisitionTransaction>Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>4192</amountOfSecuritiesAcquired>
        <paymentDate>03/13/2020</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>03/13/2020</acquiredDate>
        <natureOfAcquisitionTransaction>Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>2808</amountOfSecuritiesAcquired>
        <paymentDate>03/13/2020</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>08/24/2016</acquiredDate>
        <natureOfAcquisitionTransaction>Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>2000</amountOfSecuritiesAcquired>
        <paymentDate>08/24/2016</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>08/24/2016</acquiredDate>
        <natureOfAcquisitionTransaction>Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>500</amountOfSecuritiesAcquired>
        <paymentDate>08/24/2016</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>12/08/2015</acquiredDate>
        <natureOfAcquisitionTransaction>Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>200</amountOfSecuritiesAcquired>
        <paymentDate>12/08/2015</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>12/08/2015</acquiredDate>
        <natureOfAcquisitionTransaction>Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>300</amountOfSecuritiesAcquired>
        <paymentDate>12/08/2015</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
      <noticeSignature>
        <noticeDate>05/06/2024</noticeDate>
        <signature>/s/ Carmen Zamores as a duly authorized representative of Fidelity Brokerage Services LLC, as attorney-in-fact for LOVELAND CURTIS A</signature>
      </noticeSignature>
    </formData>
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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
  11000
  392040.00
  7417546
  05/06/2024
  NASDAQ
  Common
  03/17/2020
  Purchase
  Issuer
  N
  1000
  03/17/2020
  cash
  Common
  03/13/2020
  Purchase
  Issuer
  N
  4192
  03/13/2020
  cash
  Common
  03/13/2020
  Purchase
  Issuer
  N
  2808
  03/13/2020
  cash
  Common
  08/24/2016
  Purchase
  Issuer
  N
  2000
  08/24/2016
  cash
  Common
  08/24/2016
  Purchase
  Issuer
  N
  500
  08/24/2016
  cash
  Common
  12/08/2015
  Purchase
  Issuer
  N
  200
  12/08/2015
  cash
  Common
  12/08/2015
  Purchase
  Issuer
  N
  300
  12/08/2015
  cash
  Y
  05/06/2024
  /s/ Carmen Zamores as a duly authorized representative of Fidelity Brokerage Services LLC, as attorney-in-fact for LOVELAND CURTIS A