Ariat Stakes Its Claim as the Official Uniform of Football Season with New Brock Purdy and Josh Hoover Campaign

The “TG1” campaign kicks off Ariat’s biggest football season yet, spanning game-day-ready boots and jeans, a multi-city tailgate tour, and in-store events.

SAN LEANDRO, Calif., Sept. 03, 2026 (GLOBE NEWSWIRE) -- Josh Hoover may have locked down the QB1 job in Indiana, but this offseason, he faced a different kind of challenge: Does he have what it takes to become TG1 — the top tailgater in Bloomington?

Ariat, the leading performance Western and workwear brand, is staking its claim as the Official Uniform of Football Season with its new “TG1” campaign, starring San Francisco 49ers quarterback Brock Purdy alongside fellow Ariat football ambassador Hoover.

With Purdy as his tailgating mentor, Hoover takes on an offseason training regimen unlike any other. Decked out in Ariat boots and jeans, Purdy guides Hoover as he masters the fundamentals of tailgating and earns the coveted TG1 title in the nostalgia-filled training montage at the center of the campaign.

The campaign kicks off Ariat’s biggest football season yet and a season-long push to establish the brand as the Official Uniform of Football Season. From boots and jeans built for game day to tailgates, store events, and football partnerships, Ariat is bringing authentic Western style to the traditions and communities that surround the game. And behind the scenes, Ariat Work boots and jeans outfit the hardworking grounds crew who help make game day possible.

The campaign marks Ariat’s third season working with Purdy and its first with Hoover, who joins Purdy as the brand’s newest ambassador. Both quarterbacks have longstanding ties to Western culture and an authentic appreciation for the lifestyle, making them natural partners for Ariat both on and off the field.

Building on the campaign, Ariat is bringing its Official Uniform of Football Season positioning to life through a season-long lineup of products, experiences, and events:

• Game-Day-Ready Boots and Jeans: From kickoff to the final whistle, Ariat has fans covered in the boots, jeans, and apparel that make up the Official Uniform of Football Season. Built for everything from the tailgate to the stands, Ariat’s Game Day Ready collection brings authentic Western style to football, outfitting fans for every kickoff, rivalry, and game-day tradition. Shop the collection here.
• In-Store Tailgate Events: The celebration continues at select Ariat retail locations nationwide with tailgate-themed events featuring games, giveaways, drinks, music, and everything fans need to get game-day ready. Store event details here.
• Ariat Tailgate Tour: Ariat is taking the party on the road with tailgates in Bloomington, Ind. (9/5); Fort Collins, Colo. (9/12); Fort Worth, Texas (9/19); and Cleveland, Ohio (9/27). Fans can expect prizes for standout tailgate setups, product giveaways, and plenty of game-day energy.

“I’m excited to be back with Ariat for another season,” Purdy says. “Josh and I had a blast working together on this video, and I’m excited to welcome him to the Ariat family. Now that he’s officially earned the TG1 title, he can get back to what he does best: helping his team win on the field.”

“I grew up in Texas, my family has a background in ranching, and I co-own a cattle company, so Ariat has been part of my world for a long time,” Hoover says. “It’s an honor to officially join the Ariat team and work with a brand that feels so connected to who I am. And I had a lot of fun earning the TG1 title along the way.”

“Brock and Josh are fierce competitors on the field, but this campaign gave us a chance to show fans another side of them,” says Susan Alcala, Ariat’s Vice President of Partnership Marketing. “They share a genuine connection to Western culture and a respect for hard work, strong character, and the people who have supported them along the way. Football is about so much more than what happens on the field — it’s the traditions, the tailgates, the fans, and the communities that make game day special. Ariat is proud to be part of those traditions and to outfit fans for football season.”

To watch Purdy and Hoover’s quest to become TG1, visit Ariat's YouTube channel. Fans can catch behind-the-scenes footage of Purdy and Hoover all season long and follow Ariat International on Instagram and TikTok for tailgate tour dates, store event details, and more from Ariat's biggest football season yet.

About Ariat International, Inc.

Founded in 1993 as “The New Breed of Boot,” Ariat was the first to integrate athletic footwear technology into boots for equestrian athletes and Western riders. Today, Ariat develops innovative and award-winning performance footwear and apparel for work, outdoor, and Western lifestyles. The company takes its name from Secretariat, the greatest racehorse of all time.

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• Ariat Tailgating 101

Chris Hong
ariat@rygr.us

Ariat Tailgating 101

Ariat Stakes Its Claim as the Official Uniform of Football Season with New Brock Purdy and Josh Hoover Campaign