Ariat International was founded to provide equestrian riders with technologically advanced footwear and apparel. Today, they are the top-selling brand of cowboy boots in the US. They wanted to evolve from a niche brand, which had focused on marketing to Western and English riders, to a cohesive equestrian lifestyle brand that would resonate with all riders.
We created “It’s Why I Ride,” a campaign platform that allowed all riders to tell stories of their unique bonds with their horses. The campaign appeared in retail signage, print, online and TV, culminating at Ariat’s sponsorship presence in the 2010 World Equestrian Games in Kentucky. The campaign and the brand’s presence during the World Equestrian Games has been hailed by Ariat management as their biggest marketing success in the company’s history.