‘Our mantra is: Be cowboy': Professional bull riding is riding high on TikTok

Fast Company

08-05-2025

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%.