Cinch Jeans, Shirts & Rodeo

Great work expresses truth. It resonates with the audience. It says something interesting to the rest of us. The truth is that the world could use more cowboys. In fact, we could all use a little more grit, resilience, and a tight-knit network of friends and family. The stories we’ve been able to capture with Cinch celebrate the roots of rodeo and the western lifestyle, but speak to something deeper about human beings. We rely on each other. From father to son, competitor to competitor, bull rider to bull fighter, we all need each other.

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Building on the equity and mandate to retain the existing tagline, Lead. Don’t follow. _dTA extended that concept to focus on celebrating all of the ranching and western lifestyle. This campaign continues to run five years after the original spots were first created. Racking up over two-million views on social media, plus national TV spots on ESPN Networks, and serving as the hype reel for rodeo audiences from New York City to Salinas, California, The Calgary Stampede to National Finals Rodeo in Las Vegas, Nevada. 

We have uncovered stories and made connections with people from all across the rodeo and western horse culture world. From documenting the bond between a three-time world champion Heeler and his son, to the family that makes it work on a cattle ranch in the Roaring Fork Valley, to the competition and camaraderie between bulldoggers, Cinch is central to each of these stories. Who the brand is, and what they stand for shining through each and every spot we’ve been lucky enough to capture.