Western Brand Ariat Inks Deal With NFL Star Brock Purdy

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Western brand Ariat International has signed a multi-year deal with NFL star Brock Purdy .

The San Francisco 49ers starting quarterback will serve as a brand ambassador for the western and work shoe and apparel company in a series of television and social media campaigns which will live online and in Ariat brand shops across across the U.S. Purdy’s underdog journey from last pick of the NFL draft to top quarterback makes the athlete a perfect fit for the western brand that emphasizes hard work and commitment, according to a release.

“I’ve worn Ariat boots and clothing since I was a teenager, and they were the first brand that came to mind last year when I was purchasing gifts for our offensive linemen,” Purdy said. “Ariat doesn’t just make the best boots and apparel for hard-working people; the brand symbolizes the values that are most important to me and so many other people across the world. It’s a privilege and honor to represent Ariat.”

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Ariat International’s vice president of partnership marketing Susan Alcala said in a statement that the brand realized its shared values with Purdy when the athlete bought boots for his teammates last fall.

“We’ve been impressed with what he’s accomplished so early in his career and who he is as a person,” Alcala said. “He’s thoughtful and genuine, and is committed to supporting his teammates and family.”

The partnership represents the latest crossover between the NFL and a western shoe brand. In August, Texas-based shoe brand Lucchese inked a five-year partnership with the Dallas Cowboys to be the NFL team’s official boot. This deal marked a new stage in the duo’s relationship; for the past 13 years, Lucchese had been designing bespoke performance boots for the Dallas Cowboys cheerleaders.

Like other western brands, Ariat has benefitted from sustained momentum in the western category , in part driven by Beyoncé’s country album debut this year. In April, the 10-year-old Parker Boot Company launched a new made-to-order program for its western boots to supplement its existing bespoke structure. And in early March, Ariat opened its newest flagship store in Las Vegas.

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