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Ariat Announces Contest to Showcase Toughest Texans

Ariat International, a leading manufacturer of performance equestrian footwear and apparel, knows two important things about Texans: first, they’re always up for a challenge, and second, they like to share their stories once those challenges have been met.

To celebrate these qualities, Ariat is launching a contest, timed in conjunction with the Houston Livestock Show and Rodeo, asking consumers to submit stories about their greatest personal moments of bravery and courage. The winner of Ariat’s “What’s Under Your Skin” contest, co-sponsored by Boot Town and Cavender’s, will receive a certificate redeemable for four pairs of Ariat Western boots. The first runner-up will receive a certificate redeemable for two pairs of Ariat Western boots.

“Our new ad campaign, called “What’s Under Your Skin?” is about the performance technology under the skin of our boots,” said Beth Cross, Ariat’s founder and president. “Ariat products feature traditional styling with advanced performance technology that is anything but traditional.

“Just like our boots, what’s under the skin of a cowboy isn’t always seen at first glance. But watch them as they step into the arena and you begin to see the courage, passion, commitment and excellence that true competitors exhibit,” said Cross. “The ‘What’s Under Your Skin?’ promotion at the Houston Rodeo is our way of celebrating this courage and commitment and recognizing the men and women who tap into a tremendous inner strength to excel.”

“We’re excited to learn more about their stories of courage and commitment, and look forward to being overwhelmed with entries!”

Entry forms are available at any Cavender’s or Boot Town location in the greater Houston area, as well as the Cavender’s and Boot Town booths at the Houston Livestock Show and Rodeo. Entries should not exceed 200 words and can be submitted at the store locations as well as at the retailers’ booths at the Stock Show. Deadline for entries is 5 p.m. on Thursday, March 31, 2005. In addition to receiving four pairs of Ariat boots, the winner’s entry will be prominently displayed on For full details on the promotion, visit your Houston area Cavender’s or Boot Town store.

About Ariat
Ariat International, Inc. is a leading manufacturer of innovative performance equestrian footwear and apparel. Featuring patented technology designed to deliver stability, durability and comfort, Ariat is the pioneer of integrating athletic shoe technology into equestrian footwear. Ariat products are sold in a network of retail outlets throughout the world. For more information about Ariat products or for the Ariat retailer nearest you, contact Ariat at 800-899-8141 or visit