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>0000904913</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>BROOKS MIKE</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
        <relationshipsToIssuer>
          <relationshipToIssuer>Director</relationshipToIssuer>
        </relationshipsToIssuer>
      </issuerInfo>
      <securitiesInformation>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <brokerOrMarketmakerDetails>
          <name>Instinet</name>
          <address>
            <com:street1>Worldwide Plaza 309 West 49th Street</com:street1>
            <com:city>New York</com:city>
            <com:stateOrCountry>NY</com:stateOrCountry>
            <com:zipCode>10019</com:zipCode>
          </address>
        </brokerOrMarketmakerDetails>
        <noOfUnitsSold>4000</noOfUnitsSold>
        <aggregateMarketValue>117080.00</aggregateMarketValue>
        <noOfUnitsOutstanding>7377829</noOfUnitsOutstanding>
        <approxSaleDate>12/13/2023</approxSaleDate>
        <securitiesExchangeName>NASDAQ</securitiesExchangeName>
      </securitiesInformation>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>12/12/2023</acquiredDate>
        <natureOfAcquisitionTransaction>Stock Option Exercise</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>4000</amountOfSecuritiesAcquired>
        <paymentDate>12/12/2023</paymentDate>
        <natureOfPayment>CASH</natureOfPayment>
      </securitiesToBeSold>
      <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
      <noticeSignature>
        <noticeDate>12/13/2023</noticeDate>
        <signature>JOHN M BROOKS</signature>
      </noticeSignature>
    </formData>
  </edgarSubmission>
metadata_documents: [{"type": "144", "sequence": "1", "filename": "primary_doc.xml", "secsgml_size_bytes": 2696}]
text: 144
  0000904913
  XXXXXXXX
  LIVE
  0000895456
  ROCKY BRANDS, INC.
  001-34382
  39 EAST CANAL STREET
  NELSONVILLE
  OH
  45764
  6147531951
  BROOKS MIKE
  Director
  Common
  Instinet
  Worldwide Plaza 309 West 49th Street
  New York
  NY
  10019
  4000
  117080.00
  7377829
  12/13/2023
  NASDAQ
  Common
  12/12/2023
  Stock Option Exercise
  Issuer
  N
  4000
  12/12/2023
  CASH
  Y
  12/13/2023
  JOHN M BROOKS