Ariat International, the Union City, California maker of English riding and Western cowboy boots, has selected Cutwater as its lead creative agency after a review.
The company had previously worked with Addis Creson, San Francisco, before parting ways in 2010. It has since handled advertising in-house and through freelance projects.
Ariat’s products are distributed around the world and Cutwater, an indepedent agency in San Francisco, will develop the company’s global brand strategy and produce North American consumer campaigns. The first ads from the new agency expected next spring. In the U.S. alone, Ariat typically spends just around $1 million annually in media.
Ariat is known for its riding boots and other equipment and apparel designed for equestrians. Cutwater founder and chief creative officer Chuck McBride is known for his work with Nike and Adidas—big-brand experience that he'll bring to the lesser-known Ariat.
“Ariat puts us back into the performance footwear and apparel business,” said Christian Hughes, Cutwater president.