Ariat is an American footwear, apparel and accessories brand for equestrian sports, work industries and other outdoor activities, located in Union City, California.

[1] While working for Bain & Company and consulting to Reebok, the co-founders saw an opportunity to apply athletic shoe technology to English and Western riding boots.

[8] In 2018, Ariat announced that they were continuing their partnership with the US Equestrian Federation (USEF),[5] and Cross was awarded "Entrepreneur of the Year" in the Consumer Driven category by Ernst & Young.

[10] Co-founder Beth Cross worked with biomechanical research groups and testing labs in the making of Ariat's boots,[11] which are designed to be durable in outdoor environments, with patented Duratread outsoles,[12] and patented Advanced Torque Stability technology, (ATS), a multi-layered lightweight sole with a gel-cushioned footbed and a heel stabilizer to provide more support while riding.The boots are made to last up to five years maybe longer if well taken-care of.

[19] Since 2022, Ariat has been the primary sponsor of the Texas Rattlers of the PBR Team Series; held every summer through autumn in the United States.