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

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

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.