EXHIBIT 99

[ROCKY(R) LETTERHEAD]                      [ROCKY(R) LOGO] NEWS RELEASE


FOR IMMEDIATE RELEASE                      For Additional Information
                                           Contact:  James E. McDonald
                                                     Chief Financial Officer
                                                     (740) 753-1951

                      ROCKY SHOES & BOOTS, INC. ANNOUNCES
                            STOCK REPURCHASE PROGRAM

NELSONVILLE, Ohio (September 30, 2002) Rocky Shoes & Boots, Inc. (NASDAQ: RCKY)
today announced its Board of Directors has authorized the repurchase of up to
500,000 shares, approximately 11% of the Company's common shares outstanding at
June 30, 2002, through open market or privately negotiated transactions through
December 31, 2003. Purchases of stock under this program will be funded from
the Company's operating cash flow. The Company currently has approximately 4.5
million shares of common stock issued and outstanding.

Mike Brooks, Chairman, President and Chief Executive Officer, stated "We
believe the Company's shares are undervalued and that the repurchase of shares
at substantially less than book value per share represents an attractive
investment opportunity and an appropriate use of our cash flow from
operations."

About Rocky Shoes & Boots, Inc.
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Rocky Shoes & Boots, Inc. designs, develops, manufactures and markets premium
quality rugged outdoor, occupational, and casual footwear, as well as branded
clothing and accessories. The Company's footwear, clothing and accessories are
marketed through several distribution channels, primarily under the registered
trademark, ROCKY(R).

This press release contains certain forward-looking statements with in 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, and include statements in this press release regarding the stock
repurchase program and the investment opportunity available therefrom. These
forward-looking statements involve numerous risks and uncertainties, including
the risks that the Company will not have sufficient cash flow from operations
to fund the repurchase of all 500,000 shares included in the program, that
other business factors may cause the Company to discontinue the stock
repurchase program at any time, and that the Company will not be able to
repurchase as many shares as desired in market or privately negotiated
transactions at acceptable prices, and all of the other 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, 2001. One or more of these factors
have affected, 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, no person should 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.


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INVESTQUEST, INC.
(614) 876-1900