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


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.
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.
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 landing page featuring all five athletes.

Project Scope

Research & Insights
Strategy & Positioning
Integrated Campaigns
Web / Mobile
Video / Motion Graphics
Messaging & Content
Brand Voice / Tone
Creative / Art Direction
Retail Shops / POS