
Texas Rattlers
Daniel Keeping during the 3rd day of Austin PBR Teams event.
In the heart of Fort Worth, something exciting is happening, and it’s more than just the wild roar of bulls and the dusty sprawl of cowboy boots. Ariat, the iconic brand that’s deeply woven into the fabric of Western culture, is making a major move in the city. Known for blending tradition with cutting-edge innovation, the California-based brand is expanding its reach with a $72.6 million investment, cementing its regional headquarters and creating a new distribution hub right here in Fort Worth.
In a unanimous vote, the Fort Worth City Council passed a set of economic incentives for Ariat Tuesday Dec. 10, a decision that will see the brand expand its regional headquarters at 15201 Blue Mound Road and build a state-of-the-art distribution center at 2501 Eagle Parkway. The city is offering a one-time $300,000 grant for the headquarters expansion, contingent on the creation of at least 250 new jobs by 2031. It’s a deal that makes sense for both parties — Fort Worth, a city long steeped in Western tradition, and Ariat, a brand that’s blended innovation with heritage since 1993.
Ariat’s roots run deep in the world of Western sports, especially with the Professional Bull Riders (PBR). Since 2009, the brand has been the official footwear sponsor for the PBR, outfitting the sport’s toughest athletes with boots built for the rigors of rodeo life. The collaboration between Ariat and PBR has only grown stronger in recent years, and with Fort Worth becoming the central stage for the PBR’s global competitions, Ariat’s decision to expand here feels like a natural fit. The city is evolving into a mecca for Western sports, and Ariat is right there, helping to lead the charge. In fact, our very own PBR Team The Ariat Texas Rattlers have the brand in the team’s name.
But Ariat isn’t just about supporting professional athletes — it’s about outfitting everyone who feels the call of the West. That’s why their recent partnership with Paramount Consumer Products is creating a buzz of its own. Fans of the hit show “Yellowstone” now have the chance to don their own slice of Western ruggedness, thanks to a limited-edition collection created in collaboration with costume designer Johnetta Boone. This line, which includes shirts, jeans, jackets, and, of course, boots, is a fresh take on Western style — authentic, but with a modern twist.
“This collection is for anyone who wants to bring a piece of the West into their life,” says Megan Iwersen, Ariat’s Chief Product Officer. “It’s about offering something that honors Western culture while still feeling contemporary and accessible.” The collaboration reflects the enduring popularity of “Yellowstone” and its portrayal of the modern-day cowboy. But it’s not just for fans of the show — it’s for anyone who feels the spirit of the West, whether they’re at a rodeo, on horseback, or walking through town with a touch of Western flair.
Meanwhile, Fort Worth’s growing status as a Western sports hub is also being marked by another major move: the PBR has officially relocated its headquarters from Pueblo, Colorado, to the Fort Worth Stockyards. With the PBR’s World Finals now held in Fort Worth, it’s clear that the city is becoming the center of the action for Western sports fans. Between the PBR and Ariat’s expansion, Fort Worth is quickly becoming the go-to destination for anyone who loves the grit, the tradition, and the style of the American West.
So, while Fort Worth has always been a place where the West begins, it’s now a place where it thrives — thanks to the brands and the people who are helping to shape its future. From Ariat’s boots to the PBR’s bulls, this city is living proof that the West isn’t just a place — it’s a way of life.