Brands to Watch: Ariat

A bull rider, an electrician, and a Gen Z shopper walk into a store. It isn't the beginning of a joke. It's Ariat's next decade, and the store is 10,500 square feet in Mall of America.

Every so often I go deep on a company just to see if I can see where things are going. This morning it was Ariat, and I came away thinking they are one of the more interesting brand stories in consumer right now, so I thought I'd share it.