Brock Purdy & Ariat: Boots, Beats, and Line-Men Dancing
Football’s back! And so is year two with Quarterback Brock Purdy. The stadium lights are on, the energy is rising, and this season we wanted to celebrate the game in a way only Ariat and Brock could. Not just touchdowns and highlight reels, but the spirit of teamwork, rhythm, and showing up with purpose.
“Line dancing is having a moment,” says Susan Alcala, Ariat’s VP of Partnership Marketing. “We knew Brock could dance, and that linemen have a kind of in-sync chemistry with their quarterback. Pairing them together made it extra fun.”
Brock Purdy loved the idea. He even recruited his good friend and 49ers teammate, Jake Brendel. Together, we dreamed up a moment that put boots, jeans and football side by side, where quarterbacks and linemen traded their huddle for the dance floor. The result? A line-dancing showdown that brought football swagger, linemen energy, and Ariat style into perfect step.
Line-Men Line Dancing: A New Kind of Huddle
We wanted to build on our partnership with something fun and unexpected, yet still deeply aligned with who we are as a brand. Just as importantly, we wanted to reflect who Brock is as a leader, teammate, and someone who doesn’t take himself too seriously. As Brock put it, you need to “be where your feet are at.” And that was the mindset from day one.
Taking something classic like a line dance and celebrating the bond between a quarterback and his teammates felt bold, unexpected, and grounded in Ariat itself. You could feel the camaraderie on set. Brock was all in. “Whether it’s football or line dancing, we’re in it together,” says Brock.
“From the start, it felt like a team effort. Everyone brought their personality, their energy, and their dance moves.” says Susan. “We wanted it to feel playful but real. The fact that they leaned into it with so much heart? That’s what made it gold.”
And it wasn’t just Brock showing up, he was leading. Coaching everyone between takes, syncing up footwork, laughing through the missteps. “Line dancing in boots might be a little tougher than running a two-minute drill in football,” joked Brock.
“This campaign was about showing who Brock really is,” Susan explained. “A guy who believes in teamwork, lifts people up, who’s not afraid to try something new in a pair of boots.”
Watch the Full Brock Purdy / Ariat Line-Men Dancing Showdown
Go Behind the Scenes with Brock Purdy, Unfiltered
From Field to Footwork: Brock’s Ariat Look, Explained
Brock’s authentic Ariat style grounded the whole look. “Whether it’s on the golf course or his game day fit, Brock wears a lot of Ariat organically, so we took his lead on what he liked,” Susan says. “Several of the pieces Brock wore, such as his Ariat jeans and boots, were his own. They literally came from his closet. The only piece we ‘styled’ on him was the denim jacket.”
Each piece reflects Brock’s mindset - grounded, versatile, and made to move. Whether you’re wondering what to wear line dancing or just want to copy elements of Brock Purdy clothes, you can shop the full collection through Brock Purdy’s Lineup, including some of his and the linemen personal favorites.
Meet the Crew (and Their Outfits) Who Brought This Campaign to Life
This wasn’t just a quarterback cameo. It was an all-star crew. Ariat brought together Brock Purdy and a lineup of talent who could hold their own on any stage.
The ‘dancers’ included Jake Brendel, the 49ers’ steady center, a squad of powerhouse Stanford football linemen, and retired NFL tight end and rancher Bear Pascoe who helped keep the whole vibe grounded.
Ariat artist and country standout, Annie Bosko, brought more than her voice. She wrote and recorded an original track, “Honky Tonk Heartbeat,” just for this moment that blended country music with football-inspired lyrics. Check out the new track here.
Behind the camera, Ben Christensen of viral “Tulsa Time” fame, leveled up the game with his signature eye and cinematography. He also built the choreography from the ground up, helping Brock and the linemen stay in step and feel confident doing something totally outside their comfort zone.
A genuine connection, on and off the field
You’ve seen the highlight reels, the comebacks, the cool-under-pressure throws that made Brock a household name. But what we see goes deeper. Brock is as authentic as they come. He doesn’t chase attention. He leads with steady determination, on and off the field. It’s the kind of spirit Brock lives by. And Ariat was built on.
“Brock is a genuine fan of the brand, so it’s an authentic partnership,” says Susan. “His values align with ours, and much of what he enjoys off the field, like fishing and being outdoors, fits well with Ariat.”
In our behind-the-scenes interview, Brock remarked, “I wanted to partner with Ariat because there’s a lot of brands who really change for the world and what the world wants. But Ariat, it's a brand who knows who they are. They believe in what they believe, and they don't change... I feel like I'm that kind of person, as well. And so I'm extremely honored to be able to partner with Ariat.”
It’s that grounded confidence, staying true to your principles that connects Brock and Ariat. We make gear for people who put in the work. People who show up. Brock gets that.
From his rookie year to the Super Bowl, Brock Purdy hasn’t lost sight of where he came from or what matters most. “There’s a process to life,” he says. “Working hard, being present, treating everyone the way you want to be treated.”
This partnership isn’t just about putting a pair of boots on a big name. It’s about building something real. Something that celebrates the journey, not just the end zone. It’s about writing the playbook together with football, line dancing and Ariat style, all in step.
Shop Brock Purdy’s Outfit:
Ready to shop Brock Purdy’s lineup?
Shop Brock Purdy’s Lineup: including Brock Purdy’s favorite boots, jeans, and shirts from the video.
Want to join in?
We want to see your moves: Learn the dance, post your own version, then tag us on TikTok or Instagram @ariatinternational.
Follow us on Instagram and TikTok for more BTS from Brock, the Stanford football crew, and our Ariat fam, along with exclusive gear drops, and a few surprises from Brock and the team.
You don’t need a stadium. You don’t need a spotlight. Just a little rhythm and a good pair of boots.
FAQs
What cowboy boots does Brock Purdy wear?
Brock Purdy’s boots are the Ariat Sting Cowboy Boot in the Ariat Line-Men Dancing video. Fun fact: Brock brought his own to set and enjoys wearing them off the field and even for his game day fit.
How does Brock Purdy choose a game day outfit?
Brock keeps it simple which usually means his go-to Ariat jeans and boots. They can handle a morning fishing trip, game day fit check, even line dancing.
What type of boots are best for line dancing?
It really depends on your personal style and fit. Check out this article to find the best boots for line dancing for you.
How do I join the Ariat line dance challenge?
It’s easy. Just step into your Ariat cowboy boots, hit play on Annie Bosko’s custom track, and show us your moves. Whether you’re stepping in sync with friends or freestyling solo, post your video and tag us @ariatinternational on TikTok and Instagram.
