Billy is a 43 year old man starting his day off in a small rural town in Indiana. He starts his morning off at 5am. He gets up, kisses his wife on the head, pulls on some overalls, throws on his Ariat steel toed boots, and a cowboy hat, then heads out for the day before the sun even starts to rise. He swings by the gas station and fills up his 2500 diesel Chevrolet pickup. He meets his friends at the local diner for coffee and a biscuit. The diner hasn’t changed in 60 years and is still run by the same family from when Billy was little. Billy then proceeds to head out to his family farm, which has been in his family for over 4 generations.
Billy’s work ethic is unmatched to almost everyone in his town and his Ariat boots show that. Billy’s Ariat boots help protect him when he’s using his farm equipment and tending to his cattle and chickens. Billy works until the sun goes down everyday, no matter what the weather holds. Billy, tired and dirty, heads home eager to see his wife and little boy. Billy showers and then eats with his family. He usually winds down by playing his acoustic guitar on the front porch with his family. On weekends Billy gets to enjoy activities with his family and their friends. They love to invite friends over to grill out and catch the Sunday football games after church. If Billy ever gets off early on a Friday he loves to meet his family to cheer on the local high school football team. Billy loves to reminisce at the stadium and catch up with old friends.
Billy’s favorite time of the year is fall. Billy and his dog “Red” go duck hunting any chance they can. Red is a brown lab and loves spending time in the duck blind with Billy. Billy has been teaching his son to duck hunt and they love spending the time together doing it. Billy also loves taking his son to the rodeo when they can. Billy used to compete in the rodeo and hopes one day he can watch his son join the rodeo when he is older. Billy always makes time for his wife too though. Billy will “break out” the nice dressy pair of his Ariat boots, a pearl snap shirt, and some starched jeans and take her our for a night on the town. They love going out to the first place they met for a date night. Their favorite spot? It’s the same family run diner that he visits each morning. They then always end of their night by watching a movie back home with their son and Red.
Billy envisions the typical “blue collar” lifestyle that most people think of. Ariat also targets their brand to this lifestyle and makes sure their products helps keep their customers protected and comfortable. They also focus and make sure their products allow their consumers to do work efficiently and effectively.
