# Ariat

Ariat is an American footwear, apparel and accessories brand for equestrian sports, work industries and other outdoor activities, located in Union City, California. Ariat was launched by Beth Cross and Pam Parker in 1993. It has since become a popular brand in performance footwear for English and Western horseback riding. As of 2023, Ariat is the largest equestrian sports brand in the world.

## History

Ariat was founded in 1993 by Stanford Business School classmates Beth Cross and Pam Parker. While working for Bain & Company and consulting to Reebok, the co-founders saw an opportunity to apply athletic shoe technology to English and Western riding boots. They named their new company after Secretariat, the famous Triple Crown champion racehorse in honor of his "huge heart and competitive spirit." The same year it was founded, Ariat released its first two boot styles, then went on to hire a number of equestrians and horse enthusiasts. In the years following the company's launch, it expanded into new performance western and English apparel, as well as workwear. The company also expanded its distribution in the U.S., Europe, Australia, Mexico, and Japan.
In 2009, Ariat became the official boot sponsor of the Professional Bull Riders (PBR). In 2015, Ariat signed a sponsorship deal with the International Federation for Equestrian Sports (FEI). In 2017, Ariat joined partners with the non-profit Jared Allen's Homes For Wounded Warriors, an organization which builds homes for injured war veterans.
In 2018, Ariat announced that they were continuing their partnership with the US Equestrian Federation (USEF), and Cross was awarded "Entrepreneur of the Year" in the Consumer Driven category by Ernst & Young. As of 2020, Ariat is reportedly the largest equestrian footwear and apparel company in the world.

## Product design

Ariat manufactures boots in the United States, Mexico, Asia and Europe.
Co-founder Beth Cross worked with biomechanical research groups and testing labs in the making of Ariat's boots, which are designed to be durable in outdoor environments, with patented Duratread outsoles, and patented Advanced Torque Stability technology, (ATS), a multi-layered lightweight sole with a gel-cushioned footbed and a heel stabilizer to provide more support while riding.The boots are made to last up to five years maybe longer if well taken-care of. In the late 1990s they introduced Hexcel cushioning technology for shock absorption while riding and on the ground, and introduced Cobalt technology in the early 2000s for further cushioning support.
In 2006, the firm ventured into making western apparel, including woven shirts, tops and outdoor clothing for men and women. The clothing incorporates flame-resistant technology, which came into demand from the oil workers of Colorado. In 2018, Ariat released their waterproof FR HiVis H2O Proof Jacket. Their waterproof Workhog H2O Boots use a U-turn entry system to make them easier to put on.

## Sponsorship

Ariat is the official footwear sponsor of the Professional Bull Riders (PBR), and the title sponsor of the Ariat World Series of Team Roping (WSTR), the largest adult community of roping athletes.
Ariat was featured in the 2015 movie The Longest Ride, a Nicholas Sparks film about a PBR athlete who is making his way back in bull riding after a life-threatening injury.
Since 2022, Ariat has been the primary sponsor of the Texas Rattlers of the PBR Team Series; held every summer through autumn in the United States.
In 2024, Ariat sponsored 49ers quarterback Brock Purdy.