EL PASO, Texas (KFOX14/CBS4) — El Paso’s Thanksgiving Day parade will lean into Hollywood and sports nostalgia in 2026, as organizers announced a new theme and grand marshal while extending a major sponsorship.
The Sun Bowl Association and Glasheen, Valles & Inderman Injury Lawyers announced a three-year extension of their partnership during a press conference held on Wednesday.
They also revealed the grand marshal and theme for the 90th annual Glasheen, Valles & Inderman Injury Lawyers Sun Bowl Parade.
The Grand Marshal for the 90th annual parade will be the Amigo Man.
Estine Davis was named the Posthumous Honorary Grand Marshal. The parade theme is “Famous Sports & Movie Scenes.”
We are thrilled to continue our partnership with Glasheen, Valles & Inderman Injury Lawyers. The past five years have been wonderful, and we eagerly anticipate the next three,” Sun Bowl Association Executive Director Bernie Olivas said. “They have helped us elevate one of El Paso’s richest traditions, which celebrates its 90th anniversary this year.
To match the theme, float builders will recreate memorable moments from sports and movies in entertainment history.
The parade is scheduled for Thanksgiving morning, Thursday, Nov. 26, 2026, at 10 a.m. MT on Montana Avenue.
More information is available at www.sunbowl.org.
El Paso’s 90th Sun Bowl Parade sets ‘Famous Sports & Movie Scenes’ theme, names marshal (credit: KFOX14/CBS4)
The Amigo Man was officially founded Feb. 16, 1976, as an ambassador for El Paso and to highlight the city’s culture.
Clive Cochran, a graphic design professor at The University of Texas at El Paso, illustrated the Amigo Man with eye-catching colors and a kind smile.
Destination El Paso organized an event Feb. 19, 2026, to celebrate the symbol’s 50th anniversary, along with other events throughout the year tied to its golden birthday, including the Sun Bowl Parade.
Davis was described as a pioneering El Paso businesswoman, master barber and community leader whose influence spanned more than seven decades.
Born in Texas in 1933 and raised in El Paso during segregation, she became one of the city’s first Black female business owners when she took over Estine’s Eastside Barbershop on Piedras Street in the 1960s. Her shop became a cultural and social cornerstone for El Paso’s Black community, serving generations of customers that included soldiers, athletes, entertainers and civic leaders. Organizers said Davis also had a strong connection to the Sun Bowl Parade, spending more than five decades designing and building her own floats.
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