Get Tailgate Ready With Brock Purdy and Josh Hoover

Watch TG1 With Brock Purdy and Josh Hoover

It doesn’t matter whether you bleed school colors or live for Sundays, game day starts the same way: at the tailgate. It’s where traditions are passed down, rivals become friends, and there’s always room around the folding table for one more.

And since Ariat boots and jeans are the official uniform of tailgate season, it only made sense to set our latest campaign with 49ers quarterback Brock Purdy in the parking lot.

“Tailgating brings together so many things we love at Ariat—football, traditions, boots, and jeans,” says Susan Alcala, Ariat VP of Partnership Marketing. “This campaign felt like a fun way for us to celebrate that with our community.”

Introducing Tailgate Ready: a New Kind of Training Camp

For year three of our partnership with Brock, we invited another quarterback into the mix: Indiana University’s Josh Hoover. With Brock now an NFL veteran and Josh heading into his first season in Bloomington, we decided to lean into that dynamic, casting Brock in the role of mentor and Josh in that of mentee. 

The premise? Josh needs to learn how to tailgate ahead of year one at Indiana. Brock’s assignment? Help Josh go from tailgate rookie to top tailgater—or as we like to call it, TG1.

Just like the starting quarterback, QB1, is the leader on the field, the TG1 commands the tailgate, directing the setup, making critical decisions (burgers or dogs?), and managing the clock to get everyone in the stands by kickoff.

The campaign follows Josh as Brock puts him through a series of drills, from grilling fundamentals to cornhole mechanics, to help him reach the top of the tailgating depth chart. By the end of their training session, Josh is ready for his first start as TG1.

Brock Purdy: The 49ers QB Who's Been an Ariat Fan Since High School

Originally from Queen Creek, Arizona, Brock knew he wanted to play football from the time he was 5 years old. That childhood dream took him to Iowa State, where he became the winningest quarterback in program history, setting plenty of school records along the way.

Despite his impressive résumé, he was overlooked in the 2022 NFL Draft and selected in the seventh round. But it didn’t take him long to prove his doubters wrong. During his rookie season, he led the 49ers to a division title and the NFC Championship Game. A year later, he was starting in the Super Bowl.

Even with all his success, Brock has remained remarkably grounded and driven.

“My life has been about hard work, dedication, and the simple act of not comparing myself to others,” Brock says. “Nothing’s ever been given to me. From college recruiting to being drafted last, it’s always come down to knowing who I am and putting my head down to go get it.”

That strong sense of self is what stood out to us about Brock from the start.

“Our partnership with Brock has always been rooted in authenticity,” Susan says. “He genuinely lives the values that Ariat stands for, and over the past few years we've had the opportunity to tell that story in meaningful ways.”

He’s also a genuine fan of the brand—and has been since long before our partnership began.

“Growing up in Arizona, I was surrounded by cattle ranches and the cowboy way of life,” Brock says. “That’s when I got my first pair of Ariat cowboy boots. To this day, I haven't worn any other brand.” 

We’ve seen that devotion firsthand over the years. The first time we met Brock, it was because he wanted to have his offensive linemen fitted for cowboy boots as a Christmas present. And last year, when he arrived to shoot our Line-Men Dancing video, he showed up in his own Ariat boots and jeans—straight from his closet.

Josh Hoover Gets Tailgate Ready Ahead of His First Season at Indiana

The son of a former NFL linebacker, Texas native Josh Hoover grew up in a sports-loving family. He was a two-sport standout in baseball and football, though football ultimately won out.

After leading his high school on a deep playoff run, he committed to TCU, where he became a two-time team captain and set the school’s single-season passing record as a sophomore. Now in his first year at Indiana, he’s set to lead the defending national champions as they try for back-to-back titles.

While Josh has accomplished plenty in his career so far, he’s humble about his success and relentlessly focused on getting better—and making the players around him better, too. That drive and hard work ethic are something Josh and Ariat share. We strive to be the best we can be and hope to inspire others to do the same.

There’s another connection, too: a love of the Western lifestyle. Josh has a horse back in Fort Worth, spends time roping in the offseason, and runs a cattle business with a friend from high school.

“I've always loved Ariat,” Josh says. “Now being able to partner with them, it means so much to me because it feels like I'm able to marry up my lifestyle and be a part of a great company in the Western [space].”

Want to hear it straight from Josh? Watch his full interview here:

How Two QBs and a Boot Brand Ended Up at a Tailgate

Bringing the two quarterbacks together was an easy call. Even though Brock and Josh are at different stages in their careers, they share more than the position they play.

“Both Brock and Josh embody the values that have been at the heart of Ariat since day one,” Susan says. “They lead with humility, work relentlessly to improve, and remain grounded in their families, communities, and faith. They understand that success is earned through preparation, perseverance, and resilience—qualities that resonate with our customers and reflect the spirit of Ariat.”

For us, partnering with Brock and Josh is about more than their accomplishments. It’s about who they are on and off the field. 

Get Tailgate Ready—Shop Brock and Josh’s Game Day Outfits

When it came to what to wear, neither quarterback needed any coaching. Boots and jeans have long been off-field staples for both Brock and Josh, so getting them tailgate ready was simply a matter of letting them be themselves.

Putting together your own game-day look can be just as simple. Start with the official uniform of tailgate season: Ariat jeans and boots. Add your team colors, and you’re set.

If you want Brock’s exact look, go with our Pro Series Ray jeans, Bench Made Bassett boots, and a VentTEK™ Western shirt. For Josh’s, start with the M4 Hansen boot-cut jean, then throw on a Rebar pocket tee and Futurity Dualin boots.  

The same approach works for women, too. Tall cowgirl boots are a popular choice for tailgating because they make a statement while still being comfortable enough to walk around in all day. Choose a pair in your team colors, or keep your boots neutral and let the rest of your outfit do the repping.

When it comes to jeans, flare and boot-cut styles pair especially well with Western boots. Add a cute top or sweatshirt and some fun accessories, and you’re good to go

Frequently Asked Questions About Tailgate Style

What are Brock Purdy's favorite Ariat boots?

In the Tailgate Ready video, Brock wore the Ariat Bench Made Bassett Cowboy Boot, but he’s also been known to rock our Sting Cowboy Boot.

What are Josh Hoover’s favorite Ariat boots? 

Josh wore the Ariat Futurity Dualin Cowboy Boot in the Tailgate Ready video.

Tell me more about Josh Hoover.

Josh Hoover is a college football quarterback from Heath, Texas. He spent four seasons at TCU, where he set a school record for single-season passing yards. In 2026, he transferred to Indiana, where he was named the Hoosiers' starting quarterback.

What should I wear to a tailgate party?

You’ll be walking and standing for hours outdoors, so choose pieces that are comfortable. Start with your favorite jeans and boots, then finish the look with details that reflect your style and your team spirit.

What do you wear to a college football game?

Jeans and cowboy boots are a classic starting point for a college football game. They’re comfortable enough for a full day of tailgating and cheering from the stands, and you can easily add your team colors with a shirt, hat, jersey, or sweatshirt.