Ariat launches TG1 football campaign with Brock Purdy and Josh Hoover

Western lifestyle brand Ariat has launched its ‘TG1’ campaign, an 80s-inspired marketing initiative aimed at positioning the company as the ‘Official Uniform of Football Season’. The campaign features San Francisco 49ers quarterback Brock Purdy and Indiana University quarterback Josh Hoover, the brand’s first NCAA ambassador.

The promotional video depicts Purdy coaching Hoover through the fundamentals of tailgating, including setting up equipment, grilling, and wearing appropriate Western apparel. The campaign is part of a season-long effort that includes the release of a ‘Game Day Ready’ collection featuring boots, jeans, and sweatshirts, as well as in-store tailgate-themed events and a national tailgate tour.