Ariat is a globally recognized American brand specializing in footwear, apparel, and accessories for equestrian sports, outdoor activities, and work industries. Based in Union City, California, Ariat was founded in 1993 by Beth Cross and Pam Parker with a mission to revolutionize equestrian footwear. Over the past three decades, it has grown into the largest equestrian sports brand in the world, renowned for its innovation, quality, and commitment to excellence.
The story of Ariat began when Beth Cross and Pam Parker, both Stanford Business School graduates, identified a unique opportunity while working as consultants for Reebok. They saw the potential to incorporate athletic shoe technology into traditional riding boots, enhancing comfort and performance. Inspired by Secretariat, the legendary Triple Crown champion, they named their brand Ariat in honor of the horse’s exceptional athleticism and competitive spirit.
In its inaugural year, Ariat introduced its first two boot styles, quickly gaining traction among equestrians. The brand strategically hired equestrian experts to ensure its products met the highest standards of functionality and durability. The early success of Ariat’s boots led to the expansion of its product line into Western and English riding apparel and workwear.
Ariat’s reputation for high-performance footwear and apparel quickly spread beyond the U.S. The brand expanded into key international markets, including Europe, Australia, Mexico, and Japan.
Sponsorships played a crucial role in Ariat’s growth. In 2009, the company became the official boot sponsor of the Professional Bull Riders (PBR), strengthening its foothold in the Western sports industry. This was followed by a sponsorship deal with the International Federation for Equestrian Sports (FEI) in 2015. Ariat has also been a long-term partner of the U.S. Equestrian Federation (USEF), reinforcing its commitment to the equestrian community.
Beyond sports sponsorships, Ariat has actively contributed to philanthropic initiatives. In 2017, the brand partnered with Jared Allen’s Homes for Wounded Warriors, a non-profit organization dedicated to building homes for injured veterans.
Ariat Innovation in Product Design
Ariat’s success is built on a foundation of technological innovation. The brand collaborates with leading biomechanical research groups and testing labs to develop footwear that offers superior comfort, durability, and support.
Key advancements in Ariat’s product development include:
- Duratread Outsoles – A patented technology designed for superior traction and durability.
- Advanced Torque Stability (ATS) – A multi-layered lightweight sole with a gel-cushioned footbed and a heel stabilizer to enhance balance and comfort.
- Hexcel Cushioning Technology – Introduced in the late 1990s to improve shock absorption.
- Cobalt Technology – Implemented in the early 2000s to provide additional cushioning and support.
In response to industry demands, Ariat ventured into workwear, integrating flame-resistant technology into its apparel, a popular feature among Colorado oil workers. 2018 the brand released the FR HiVis H2O Proof Jacket, a waterproof, high-visibility protective garment. The Workhog H2O Boots, featuring a U-turn entry system, further exemplified Ariat’s dedication to convenience and functionality.
Commitment to Craftsmanship and Sustainability
Ariat prides itself on a culture of craftsmanship, ensuring that every detail in its boots and apparel meets the highest quality standards. Many Ariat boots undergo a rigorous 150-step construction process, resulting in superior fit, durability, and performance.
The brand also prioritizes sustainability. Ariat’s denim products are manufactured using advanced eco-friendly processes, while skilled artisans ensure each pair has a unique finish.
Ariat in Popular Culture and Sports
Ariat’s influence extends beyond equestrian and workwear industries. The brand has gained visibility in popular culture, including its feature in the 2015 Nicholas Sparks movie The Longest Ride, which showcased a PBR athlete’s journey.
Since 2022, Ariat has primarily sponsored the Texas Rattlers, a PBR Team Series franchise. In 2024, the brand expanded its professional sports presence by sponsoring San Francisco 49ers quarterback Brock Purdy.
Ariat Brand Story
From its humble beginnings in 1993 to becoming the world’s leading equestrian and outdoor brand, Ariat’s journey is a testament to innovation, craftsmanship, and an unwavering commitment to quality. With its continued dedication to technological advancements, community engagement, and sustainability, Ariat remains at the forefront of performance footwear and apparel.
As CEO Beth Cross states, “Ariat was founded as ‘The New Breed of Boot.’ We were the first to integrate athletic footwear technology into boots for equestrian athletes. Today, our world-class product team builds innovative and award-winning performance products for all types of outdoor and work environments.”
Ariat is not just a brand—it is a legacy inspired by Secretariat’s legendary spirit, driven by excellence, and embraced by equestrians, workers, and outdoor enthusiasts worldwide.
Brand Ariat Official Website: https://www.ariat.com/