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Busting Stereotypes, the Professional Bull Riders Recasts What Makes a Cowboy Today

Stetsons make way for more inclusive fandom in new ad

The Professional Bull Riders seek to show diversity among its fan base.Professional Bull Riders
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By T.L. Stanley

February 12, 2019

You might not look anything like Gene Autry, John Wayne or the Marlboro Man, but you could still be a cowboy.

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T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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