LANE, Okla. -- It's been almost 30 years since the untimely death of a legend in bull riding.

Lane Frost was a world rodeo champion who grew up on the family ranch in Atoka County, Oklahoma.

His parents, Clyde and Elsie Frost, still live there, and Lane's memory is alive wherever you look.

"This was from one of his high school rodeos, and this was at the high school national finals that year," she said, proudly showing photographs to a visitor. "See? He won."

Lane was just 25 years old when he had his final ride at the Cheyenne Frontier Days Rodeo in Wyoming on July 30, 1989.

After completing a successful 85-point ride on a Brahma bull named "Takin' Care of Business," he dismounted, landing on the dirt floor of the arena. The bull turned and hit him in the back with its horn, breaking several ribs.

Within seconds, Lane Frost collapsed and later died.

"Odd things happened that day, they got in late from the Canada runs," his mom recalled. "He forgot his glove. And...that's just... you don't do that ... When he went and got on the bull, there was a pay phone behind the chutes, and it rang, and Lane said, 'We better hurry, boys, that call will be for me,' and he asked for his bull... and that was just kind of odd."

Now, three decades later, Lane's parents work to keep his legacy alive.

"We started the Bible ministry, and I speak and tell Lane's story different places, a lot of youth rodeos and cowboy churches," Elsie Frost said.

Thanks to the generosity of donors over the years, Clyde and Elsie say they've given away some 380,000 Bibles.

"Lane was a Christian," his mom said. "He hadn't been a Christian too long before he was killed, so I just feel like that's the story that God would have us tell people.

Despite the passage of time, Lane Frost is more popular than ever.

Stetson Frost, Lane's nephew, is in charge of the Lane Frost Brand.

"We do about 30 orders a day, 3,000 orders a month," he said. "I started posting pictures of Lane -- obviously with little stories I could get from grandparents and friends -- and started posting pictures of the hat, and people would say, 'I want one.'"

Facebook, Instagram and word of mouth turned the merchandise from a back closet hobby to a booming business, now featuring 50 varieties of hats, shirts, stickers, patches, and the Lane Frost Red Rock action figure.

"My deal is, I'm proud to do it. I'm honored to do it. I'm proud to be his nephew," Stetson said. "I've always wanted to do something to honor him."

And for Lane's parents, Clyde and Elise, they find peace in knowing their son will never be forgotten.

"We're just proud Lane could make an impression on so many people," his mom said. "I don't think he had any idea that would happen."

After Lane's death, a friend of his -- Cody Lambert -- started making the safety vests that bull riders now wear.

His parents believe that if Lane had been wearing a vest on that fateful day in July 1989, it would have saved his life.