The Royal Ride
While Texas Rodeo iconography is widely celebrated, the Black icons it’s built upon often remain in the background. We set out to design a brand platform to honor the incredible Black cowboys and cowgirls of Fort Worth, Texas.
On Juneteenth 2022, Crown Royal celebrated the start of the Bill Pickett Rodeo with our processional ride into the rodeo showing authentic, Black cowboys–how they ride, how they show up, and even, how they dress.
Featured were: Tory Johnson, Crown Royal sponsored Rider, steer wrestler and 4th generation cowboy, Keiara Wade, lone female member of Compton Cowboys, activist Brianna Noble, Black horsewoman who became famous for leading a George Floyd protest on horseback in 2020, and Denard Hunt, an up-and-coming Black rodeo superstar.
Featured were: Tory Johnson, Crown Royal sponsored Rider, steer wrestler and 4th generation cowboy, Keiara Wade, lone female member of Compton Cowboys, activist Brianna Noble, Black horsewoman who became famous for leading a George Floyd protest on horseback in 2020, and Denard Hunt, an up-and-coming Black rodeo superstar.
2023