With the brand’s history rooted in Western culture, female rodeo athletes have paved the way for young women around the world, and Wrangler has been with them every step of the way. Wrangler denim is built to last, made with superior durability, quality, and craftsmanship in mind, meaning it can withstand even the toughest rodeo events. Wrangler is proud to outfit some of these amazing female rodeo athletes, including barrel racer Nellie Miller and breakaway roping champion Madison Outhier. Today, Wrangler works to encourage the future of women in rodeo by backing these athletes, as well as donating performance pieces to young girls to help them embrace the cowgirl spirit.

Today, the brand launched a unique promo video to celebrate their western roots while also aligning with International Women’s Day. The video highlights the beautiful story of a trick rider learning to overcome challenges to succeed at Three River, California’s Riata Ranch, which specializes in training young women in trick riding. Riata Ranch believes that today’s youth are tomorrow’s future. The non-profit organization mentors and empowers young women to become confident leaders, develop strong work ethic, and realize their passions. 

“Working with Wrangler was a natural fit for Riata Ranch due to our similar mission and values, and with both Riata Ranch and Wrangler being rooted in western heritage,“ says Riata Ranch owner Jennifer Nicholson. “Being able to create this video in alignment with International Women’s Day with such an established brand in the western space allowed us to really highlight what Riata is all about: empowering young women to grow into confident leaders through hard work, determination and commitment.”