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AriatŪ International Builds on the Success of ProBabyT and Fatbaby 2008 Styles

Union City, CA - August 14, 2007 - Ariat International, Inc., the innovation leader in performance equestrian footwear, will be releasing new ProBabyT and Fatbaby styles to arrive in stores November 2007 and January 2008. Ariat, the originator of the Fatbaby concept has a rich history in this category. The introduction of Fatbaby in 2001 was groundbreaking in the Western footwear industry. Ariat lead the trade by offering mainstream-influenced fashion trends and selling opportunities for retailers in an important growth category. For the first time, a manufacturer combined a unique and powerful blend of cutting-edge fashion, unmatched comfort and superior quality. The response to the collection was overwhelming earning a loyal following and top seller status at retail.

Year after year, Ariat delivers exciting ProBabyT and Fatbaby designs and this new release is no exception! Featuring a stirrup-ready smooth crepe sole, ProBabyT takes all the fun of Fatbaby and combines it with Ariat's innovative ATSŪ technology to dramatically reduce fatigue and stress in the rider's feet, lower legs and back. ProBabyT Paisley featuring a bandana-inspired stitch pattern on the shaft accented by teardrop shape pull holes will be in stores November 2007. Ever popular with team ropers and barrel racers, ProBabyT has been the boot of choice for many competitors including Ariat Pro Team member, Tammy Key.

The November 2007 delivery will provide retailers with fresh styles, perfectly timed for holiday shopping. Highlights of the Fatbaby collection include Gem Baby Knight, a bold design featuring a cross detail on the shaft, a two tone midsole complimented by gem and whipstitch accents. Straight off the runways of New York, Fatbaby Safari reflects a growing animal print trend in the western market. This wing tip boot with the Fatbaby signature bump toe design features animal prints on the shaft and toe as well as a colored midsole. For Spring 2008, look for Fatbaby Patchwork and Fatbaby Jumble, fashion forward styles capturing the patchwork trend with exotic print leather and animal prints. And, Fatbaby Poppy incorporates a fresh, feminine, floral embroidery detail as an alternative to the classic, Western embroidery.

"Ariat was the originator of the Fatbaby concept and our design team has continued to keep this trend vehicle exciting with incredible, new designs. Each season we challenge ourselves to 'wow' our loyal customer base and this season, the design team has really outdone themselves," said Beth Cross, President and CEO of Ariat International. "Fatbaby is truly a phenomenon and there is nothing in the market that compares to this powerful and proven formula of design, comfort and quality craftsmanship."

 

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