Background
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 asked Addis Creson to help them 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. In addition, they wanted the brand's authenticity to inspire non-riders to participate in the equestrian lifestyle.

Solution
We created "It's Why I Ride," a campaign platform that allowed all riders to tell stories of their unique bonds with their horses. Whether an athlete wears high boots and breeches to ride English, or cowboy boots and jeans to compete in Western events, each has a personal passion that's universal. "To be one with the horse", "The drive to be the best", and "It's who I am" were just a few of the reasons why riding has a special place in their lives.

"It's Why I Ride" ran within all of Ariat's key touchpoints: retail signage, print, online and TV, culminating at Ariat's significant presence at the 2010 World Equestrian Games in Kentucky. The World Equestrian Games, held every four years, combines eight English and Western events and provided the perfect venue for Ariat to promote their brand to riders and equestrian fans alike.

Results
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.

"Addis Creson delivers. Smart brand strategy, first-class creative, exceptional account partnership. The work we did together continues to inspire."

Susan Alcala
Vice President of Marketing

OUR WORK INCLUDES:

Competitive Audit
Category Analysis
Touchpoint Analysis
Brand Platform
Brand Architecture
Brand Story
Ideation & Prototyping
TV Advertising Production
Print Advertising Production
Online Advertising Production
Web Design
Consumer Promotion Design
Corporate Identity
Brand Identity System
Content Development
Environmental Design
Collateral Systems
Internal Brand Education
Brand Asset Finalization
Mechanical Production
Brand Stewardship