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Ariat® International’s Pro Rodeo Team Athletes Always Bring Their “A” Game

Union City, CA – October 3, 2007 -- Ariat International has an exceptional roster of Pro Rodeo Team Athletes, but two of them remarkably stand out: Allen Bach (Team Roping) and Stran Smith (Tie Down Roping). These athletes have an impressive list of accomplishments both in and out of the ring and they epitomize the accomplishments and the attitude of the athletes who are part of Ariat’s new “Bring It” advertising campaign.

Allen Bach is a four-time PRCA World Champion, a 27-time consecutive qualifier to NFR, and a three-time, all-time high money winner of the George Straight – and that’s just for starters. Bach also spends much of his “free” time teaching roping clinics all over the United States. He is particularly loved by the youngest cowboys he teaches at the Camp of Champions, a rodeo school for kids from ages six to sixteen.

By all accounts, Stran Smith shouldn’t even be competing any more. In 2003, Smith was just 32 years old when he had a stroke, the result of an undiagnosed heart defect. After undergoing an experimental surgical procedure to correct the problem, he went back to work with one goal in mind: to reach the Wrangler National Finals Rodeo in Las Vegas. Among his most cherished honors, Smith has twice been voted Coors Fans Favorite Cowboy.

“Allen Bach and Stran Smith have the attitude and the values that our new ‘Bring it’ campaign captures,” says Beth Cross, President and Chief Executive Officer of Ariat International. “They’re tough, they’re unbelievably hardworking and they never disappoint their fans. Bach and Smith are cowboys who are willing to work as hard on opening day of rodeo season as they will on closing day, and every day in between.”

“Bring It” is an integrated marketing campaign timed to coordinate with the announcement that Ariat is the Official Boot of the Wrangler ProRodeo Tour and title sponsor of the Ariat Playoffs, the final four competitions of the Tour. The “Bring It” campaign includes TV and radio broadcasts, print advertising, and in-store signage and promotion. As part of the “Bring It” campaign, Ariat asked each athlete to offer a sentiment that says something unique about them. The quotes that appear in advertisements featuring these hardworking cowboys say it all:

• "A broken arm is a small price to pay for a reputation." -- Stran Smith

• "You don't need a gym if you’re pulling your weight." -- Allen Bach

Other members of the Ariat Pro Rodeo Team include Bradley Harter (Saddle Bronc Riding), Chad Masters (Team Roping), Cole Richard Echols (Bull Riding), Jake Hannum (Tie Down Roping), Justin McDaniel (Bareback & Bull Riding), Lee Graves (Steer Wrestling), Luke Branquinho (Steer Wrestling), Tammy Key (Barrel Racing), Taos Muncy (Saddle Bronc Riding), Todd Suhn (Steer Wrestling), and Travis Tryan (Team Roping).

About Ariat International, Inc.

Ariat International, Inc. is a leading manufacturer of innovative performance equestrian footwear, apparel, handbags and belts. Featuring a patented technology designed to deliver stability, durability and comfort, Ariat pioneered the application of advanced athletic shoe technology into English riding boots and authentic Western boots. Ariat products are sold in a network of retail outlets throughout the world. For more information about Ariat products or for the Ariat retailer nearest you, contact Ariat at 800.899.8141 or visit http://www.ariat.com.

Official Boot of the Wrangler ProRodeo Tour

Official Apparel Supplier of the U.S. Equestrian Federation


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