Exhibit 99

ROCKY BRANDS PLANS TO APPOINT INTERNAL CANDIDATE AS CHIEF FINANCIAL OFFICER

NELSONVILLE, Ohio, February 9, 2017 – Rocky Brands, Inc. (Nasdaq: RCKY) today announced that based on its evaluation of candidates for the position of Chief Financial Officer it expects to make an internal hire by early March.

Mike Brooks stated, “Promoting from within has served Rocky Brands well throughout the company’s long and successful history. We have a deep bench of talented people within our organization and I’m confident that the skillsets possessed by certain individuals on our finance team make them ideal candidates for our next Chief Financial Officer. We look forward to making a final decision within the next few weeks.”

Mike Staude, who was appointed interim Chief Financial Officer on January 12, 2017, is leaving the Company effective February 17, 2017 to pursue other interests.

The company will report fourth quarter 2016 results on Thursday, February 16, 2017.

About Rocky Brands, Inc.

Rocky Brands, Inc. is a leading designer, manufacturer and marketer of premium quality footwear and apparel marketed under a portfolio of well recognized brand names including Rocky®, Georgia Boot®, Durango®, Lehigh®, Creative Recreation®, and the licensed brand Michelin®.

Safe Harbor Language

 This press release contains certain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities and Exchange Act of 1934, as amended, which are intended to be covered by the safe harbors created thereby. Those statements include, but may not be limited to, all statements regarding intent, beliefs, expectations, projections, forecasts, and plans of the Company and its management. These forward-looking statements involve numerous risks and uncertainties, including, without limitation, the various risks inherent in the Company’s business as set forth in periodic reports filed with the Securities and Exchange Commission, including the Company’s annual report on Form 10-K for the year ended December 31, 2015 (filed March 3, 2016) and quarterly reports on Form 10-Q for the periods ended March 31, 2016 (filed April 29, 2016), June 30, 2016 (filed July 28, 2016), and September 30, 2016 (filed October 28, 2016). One or more of these factors have affected historical results, and could in the future affect the Company’s businesses and financial results in future periods and could cause actual results to differ materially from plans and projections. Therefore there can be no assurance that the forward-looking statements included in this press release will prove to be accurate. In light of the significant uncertainties inherent in the forward-looking statements included herein, the Company, or any other person should not regard the inclusion of such information as a representation that the objectives and plans of the Company will be achieved. All forward-looking statements made in this press release are based on information presently available to the management of the Company. The Company assumes no obligation to update any forward-looking

statements.