By: Samantha Bielawski
I decided to look further into a brand that I rely on daily when working and training horses that has kept me comfortable and safe, Ariat. Ariat was founded in 1993 with the current CEO co-founding the company, Beth Cross. The name Ariat is from the name of the greatest thoroughbred racehorses in history, Secretariat. As it can be seen the last section of Secretariat’s name is the brands name Ariat. The thought behind the name was the fact that his heart was oversized and he had the competitive spirit that loved to run. One of the Ariat shoes were named Two24 after Secretariat’s world record run of 2 minutes and 24 seconds at the Belmont Stakes. The name was especially special when the first Ariat opened in Lexington Kentucky, which is the horse racing capitol of the world.
The Ariat logo that consist of three horse shoes with a shield is a memorable logo with the thought of equestrian and footwear. The brand did a good job on having the Ariat name have a deep meaning behind it, opening in the most ideal location, and having the footwear stamp that is unmistakably equestrian footwear.
The bottom line naming strategies that Ariat created was emotional. Most people that saw Secretariat run, whether it was live or on television will say that the horse was special. People that know the name can range from racing fans to the everyday horse lovers that know of the legendary racehorse. Secretariat’s name continues to ring loud and clear throughout the state of Kentucky, books, and the 2010 film Secretariat. Finally, Ariat is easy to remember. If the connection to Secretariat is made the brand is even easier to remember. Ariat is also a major sponsor in several equestrian events that range from national to international which has put them onto a world stage in all horse lover’s eyes.
Resources
Holden, Maria. (2015, October 28). Chatting With Beth Cross, Ariat Founder and CEO. Retrieved October 17, 2020, from https://blog.murdochs.com/chatting-with-beth-cross-ariat-founder-and-ceo/
Watson, H. (2017, April 24). Ariat International Brand Shop at The Summit at Fritz Farm. Retrieved October 17, 2020, from https://www.herkentucky.com/blog1/ariat-international
Sam Bielawski 