Doug Scott is one of two recipients of this year’s Jim Shoulders Lifetime Achievement Award. Scott is the architect behind the F-Series Truck’s relationship with PBR, making Ford a brand now synonymous with the toughest sport on dirt. In the early 2000’s, Scott chartered a plane for a contingent of executives to travel to the Grand Rapids, Michigan PBR event, which converted the group into avid believers in the value of the growing sport. The experience set in motion a plan that has since transformed Ford into an authentic western lifestyle brand, highlighted by its title sponsorship of the elite Built Ford Tough Series. As a corporate pioneer, his support of an effective brand partnership between Ford and PBR has helped elevate professional bull riding to the global phenomenon it is today.