By Allison Watkinson
TLL Reporter
Montana professional bull rider Jonnie Jonckowski, is launching a new line of licensed merchandise with the Professional Bull Riders organization.
The licensing partnership between Jonckowski and PBR will feature several seasonal merchandise collections that will each include a range of items such as jackets, crew necks, hoodies, t-shirts and a specialty commemorative belt buckle from Montana Silversmiths.
Jonckowski was a professional women’s bull rider who earned championship titles at the Women’s National Finals Rodeo in both 1986 and 1988, as well as berths in the 1991 and 1993 Men’s Bull Riding World Championships.
In 1998, Jonckowski founded a non-profit equine therapy and horse rescue service called Angel Horses.
Funds from the new PBR x Jonnie Jonckowski collection will aid in rebuilding her non-profit ranch and therapy service, which was damaged during recent floods.
Unveiled at the recent Professional Bull Riders event in Billings, Montana, the first Jonnie x PBR merchandise capsule collection is currently available for purchase through the official PBRShop website.
Following her 2024 induction into the Montana Cowboy Hall of Fame, Jonnie has ridden back into the public consciousness through this extensive Professional Bull Riding merchandise collaboration and an upcoming documentary film called Jonnie for the PBS network.
The Jonnie documentary film uses a blend of archival footage and personal interviews to showcase Jonckowski’s journey to become a World Champion in bull riding, as well as her present-day career as an animal and community advocate.
Directed by Sabrina Lee and produced by Montana PBS, the upcoming film will explore themes such as resilience, discrimination, and the importance of social connection.
“I’ve always been fascinated by what’s happening in my own backyard,” said Lee. “Two years ago, I set out to make a film about women in rodeo. And then, I met a living legend. Jonnie Jonckowski isn’t just a World Champion bull rider. She’s a pioneer who embodies resilience in the face of staggering adversity and approaches every aspect of her life with passion and intensity. I was also deeply moved by her humanity; she’s a person for whom helping others is as essential as breathing,” added Lee. “Stories like Jonnie’s are why I love making documentaries.”
The Jonnie documentary film will air on Montana PBS, streaming and VOD platforms. It will also be offered for national PBS distribution.