Continuing from the “year of yeehaw,” professional bull riding is having a moment on TikTok.
Since the beginning of this year, Professional Bull Riding (PBR)—the largest bull riding league in the world—has gained 650,000 followers across its social media platforms, Mashable recently reported. That’s just 200,000 fewer than they gained throughout all of 2024. Mitch Ladner, PBR’s social media lead, told Mashable’s Christianna Silva that most of this growth comes from followers between the ages of 18 and 35.
On PBR’s TikTok, which is nearing 3 million followers, many recent videos tap into viral trends and audio—with a cowboy twist. “Aligning our chakras,” one caption reads, but instead of a sound bowl, it’s a can of Monster Energy and a meat stick. “Whoever is in charge of your page is so Gen Z chronically online coded, and I LOVE IT,” reads a comment beneath a recent video.
The sport itself—with rides lasting a maximum of eight seconds—was practically built for short-form video. The goal is simple: Stay on the bull using just one hand and both legs (touching the bull with the second hand means disqualification). Now it’s finding fresh traction with a new TikTok audience.
Cowboy culture, too, is enjoying a broader resurgence. From fashion trends like “coastal cowgirl” and “cowboy core” to Beyoncé’s Grammy-winning Cowboy Carter album and tour, 2024 earned its “year of yeehaw” nickname.
Today, cowboy hats and boots are everywhere. Pinterest reported an 8,700% spike in searches for “country glam” in 2024, while searches for “Western style outfits” rose 418%. A RealReal report also showed searches for vintage Levi’s denim and fringed leather up nearly 70%.
Still, we may not have hit peak cowboy. In January, a PBR event sold out Madison Square Garden for three consecutive days—the first time in nearly 20 years, according to Mashable.
Founded in 1992, PBR is leaning into its Gen Z moment. “Our mantra is: Be cowboy,” PBR CEO and Commissioner Sean Gleason told Mashable. “It doesn’t matter where you live, what you drive, how you dress, the color of your skin, or your gender. If you live honestly with integrity, hard work, and an appreciation for the history and heritage of America, you’re a cowboy.”
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