Ariat, the world’s leading brand for equestrian footwear and clothing, has a diverse array of professional athletes devoted to the brand. From bull riders, to hunters, to ropers, to barrel racers, to Olympic jumping champions, they are all unified in their connection to Ariat products.

Vehicle developed the Ariat “Pay Your Dues” brand campaign to highlight the training regimens of several of these well known equestrian athletes who embody Ariat’s DNA of hard work, sacrifice, and commitment to excellence.

Our team shot and produced a :30 commercial featuring each athlete working out in Ariat training apparel juxtaposed with scenes of their performance in their respective sport to highlight their shared determination to being the best.


In addition to the videos for broad social media use, we created print and digital ads, in-store elements, and an landing page featuring all five athletes.