The performance-driven workwear brand and the Country Music Association honor the crews and production professionals behind live country music
NASHVILLE, TENNESSEE — June 5, 2026 — Engelbert Strauss Inc., or simply STRAUSS, joined this year’s Country Music Association (CMA) Touring Awards on June 2 as Presenting Sponsor. The official title of the 20th annual ceremony was the “CMA Touring Awards presented by STRAUSS.” The partnership reflects a shared belief in honoring the hard work and dedication of production professionals who power live music from behind the scenes.
Rooted in performance-driven design and built for those who put in the work day after day, STRAUSS aligns naturally with the touring community—the crews, technicians, and production teams whose commitment makes every live show possible. As Presenting Sponsor, STRAUSS was meaningfully integrated throughout the awards experience, celebrating the craft and resilience of touring professionals in authentic and visible ways. The company honored the 19 individual award winners and the Crew of the Year with exclusive product gifts to complement the custom-made CMA Touring Award brass.
“A tour is more than a job—it’s a family built on trust, hard work, and shared purpose,” said Henning Strauss, CEO of STRAUSS. “We see that same bond in the communities we engineer our workwear for every day. By supporting the CMA Touring Awards, we’re saying thank you to the people behind the scenes who give everything they have to make live music possible.”
Throughout the ceremony, STRAUSS was present on the awards stage, reinforcing the brand’s commitment to country music’s hardest workers. STRAUSS products were also worn and used by the event crew, providing organic visibility where it matters most—in real working conditions, by professionals who rely on performance apparel and gear that are tuned in to work day in and day out.
“Live music doesn’t happen without the workers behind the scenes,” said CMA CEO Sarah Trahern. “This partnership is about recognizing the crews who show up early, stay late, and give everything they have to make unforgettable moments in country music possible. We’re proud to stand alongside STRAUSS and the touring community to celebrate all the work that often goes unseen.”
Through its presenting sponsorship of the CMA Touring Awards, STRAUSS continues its mission to champion hardworking professionals across industries—tuned in and ready to work from the farm or construction site to world tours.
Keith Urban hosted “The 20th Annual CMA Touring Awards” presented by STRAUSS. Photo credit: John Russell/CMA
CMA staff suited up in STRAUSS for the ceremony. Photo credit: John Russell/CMA
Lainey Wilson’s “Whirlwind World Tour” Crew wins the award for Crew of the Year. Photo credit: John Russell/CMA
ABOUT THE COUNTRY MUSIC ASSOCIATION
Founded in 1958, the Country Music Association is the first trade organization formed to promote a type of music. CMA created the Country Music Hall of Fame in 1961 to recognize artists and industry professionals with Country Music’s highest honor. Music industry professionals and companies across the U.S. and around the globe are members of CMA. The organization serves as an educational and professional resource for the industry and advances the growth of Country Music around the world. This is accomplished through CMA’s core initiatives: the CMA Awards, which annually recognize outstanding achievement in the industry; CMA Fest, which benefits the CMA Foundation and music education and is taped for a three-hour network television special, “CMA Fest”; and “CMA Country Christmas.” All of CMA’s television properties air on ABC.
ABOUT STRAUSS
Engelbert Strauss, or simply STRAUSS, is a global leader in workwear design and manufacturing. Founded in 1948, the family-owned company is overseen by brothers Henning and Steffen Strauss, the third generation of the Strauss family. Its iconic ostrich logo reflects the family’s name and roots – Strauss means ostrich in German. The Ostrich is trusted by tradespeople, builders, farmers, and DIYers across the globe for its pioneering style of technical, multi-pocket workwear that melds performance and function with comfort and design. Now firmly established in the U.S., STRAUSS ships nationwide, operates a flagship store in Venice, California, maintains a strong presence at trade shows across the country, and is setting up a new headquarters in Columbus, Ohio. For more, visit STRAUSS.com.
MEDIA CONTACT
Meghan Davis – Engelbert STRAUSS
Email: media@strauss.com