How to be the best? We created "Pay Your Dues" to show what it takes to be a champion.

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Training at the highest level

As the world’s leading brand for equestrian footwear and clothing, Ariat has a diverse array of elite professional athletes devoted to the brand. From bull riders, to hunters, to ropers, to barrel racers, to Olympic jumping champions, these athletes are all unified by their connection to Ariat's devotion to superior performance.

Ariat "Pay your dues" campaign imagery of man staring seriously in to camera

Women in gym working out, doing a handstand in Airat workout gear

Leveraging elite athlete affinity

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

Ariat pay your dues workout clothing website landing page displayed on desktop computer

Fully integrated campaign

Our team shot and produced a series of 30-second commercials that juxtaposed each athlete’s workout with scenes of them performing at their sport, kitted out in Ariat training apparel and footwear.

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