Equestrian Marketing Done Right: 8 Successful Brand Collaborations
In today’s increasingly competitive and crowded online space, standing out has become more challenging than ever for equestrian brands. With the rise of social media, equestrian ambassadors have quickly become essential partners for brands looking to engage with their audience in fresh, authentic ways. This has led to a number of strategic and creative marketing campaigns over recent years, so here we dive into 8 standout collaborations:
1) Snoop Dogg supporting the US Olympic Dressage Team
WHAT THEY DID:
Snoop Dogg became an unexpected advocate for equestrian sports during the Paris Olympics when he arrived - in full competition gear - to watch the team dressage competition. His signature humour and upbeat energy led to a series of photos and videos that went completely viral as they were widely shared across social media platforms. It became one of the most memorable and unexpected marketing moments the equestrian world has seen for some time.
The American rapper was also seen hyping up athletes at various other Olympic events, including beach volleyball and men’s basketball. However, his appearance at the team dressage seemed to dominate news headlines; equestrian and non-equestrian fans around the world were loving it.
WHY IT WORKED:
Snoop Dogg’s interest in “the horses that dance” brought equestrian sport into a positive spotlight and brought a level of mainstream visibility that the industry often struggles to achieve. The collaboration succeeded in merging two seemingly unrelated worlds: equestrian sports and hip-hop culture, and this drew in fans who may not have typically engaged with horse-related content.
We saw a similar collaboration take place when Megan Thee Stallion starred in a TV commercial alongside US dressage riders to promote NBC’s coverage of the Paris Olympics. Her social media influence supercharged the campaign’s reach, with millions of fans engaging with the content and bringing equestrian sport into conversation.
2) Jägermeister congratulating Becky Moody in the H&H
A preview of the August 29, 2024 edition of the Horse & Hound magazine.
WHAT THEY DID:
After British dressage rider Becky Moody rode 10-year-old gelding Jägerbomb to take team bronze at the 2024 Olympics, Jägermeister hit the mark with a spontaneous full-page advert in the Horse & Hound magazine.
Jägermeister, the German liqueur company known for its iconic drink, seized the opportunity to congratulate the pair in a fun and unexpected way, tapping into the excitement around Team GB’s Olympic success.
WHY IT WORKED:
Jägermeister’s playful and off-the-cuff response has sparked discussion and been commended online. The advert not only showcases the power of reactive marketing, but it also demonstrates that even niche sports can offer valuable marketing opportunities and boost brand awareness for non-equestrian brands.
3) Stella McCartney’s ‘Horse Power’ campaign with Kendall Jenner
WHAT THEY DID:
In winter 2023, renowned fashion designer Stella McCartney released a new collection, titled “Horse Power”, inspired by her lifelong love for horses and riding. The collection was introduced during Paris Fashion Week at the historic Manège de l’École Militaire, France’s oldest riding school. The show featured an eye-catching runway, with models walking alongside loose horses belonging to renowned horse whisperer Jean-Francois Pignon.
Supermodel Kendall Jenner, a self-professed ‘cowgirl’, was the face of the collection. She featured in a photoshoot in the Camargue Salt Flats, where the model was surrounded by a beautiful herd of grey horses.
WHY IT WORKED:
It was a strategic choice to use Kendall Jenner as the face of this collection, as her existing connection to the equestrian world enhanced authenticity. It also allowed the campaign to successfully capture mainstream media attention while resonating with an equestrian audience.
Equestrian social media influencer This Esme was also involved in the campaign, as she increased awareness by sharing her visit to the show with her followers in this post.
4) Samshield x Harry Charles
WHAT THEY DID:
Earlier this year, Samshield announced their partnership with British showjumper Harry Charles with a creative video on social media.
In the following months, during the lead up to the 2024 Olympics, the premium helmet brand released a series of videos that featured some of their sponsored riders who would be heading to the Games, such as Laura Kraut and Steve Guerdat. Harry’s video (watch it here) gives an exclusive feel and a behind-the-scenes glimpse into his Olympic preparations, as he also talks about what it’s like to ride as part of a team.
WHY IT WORKED:
Sports fans, especially equestrian sport fans, are naturally drawn to these behind-the-scenes stories which create a humanised, personal connection with the audience, so the video of Harry Charles discussing his preparations for the Olympic Games is a brilliant example of a well-executed collaboration.
By featuring such high-level riders who already have a large fan base, Samshield was able to reach a large and engaged audience. The videos serve as an excellent demonstration of non-sales-related content, as even though they do not mention helmets or rider protection, they allow Samshield to gain brand credibility and reinforce its position as a premium brand that is trusted by Olympic riders.
5) Charles Owen x Lydia Heywood
WHAT THEY DID:
Charles Owen, a renowned name in equestrian helmet safety, has taken a meaningful step toward inclusivity by sponsoring Lydia Heywood, a talented event rider who represents Jamaica.
As part of their partnership, Lydia visited the Charles Owen factory in North Wales to help prototype a new helmet design specifically for riders with afro-textured hair. For Lydia, finding a hat that fit properly had long been a challenge. When she was just ten years old, getting her first helmet turned into a traumatic experience, as her hair was labelled “troublesome”.
WHY IT WORKED:
Ultimately, this partnership works because it’s not just about selling helmets - it’s about advocating for change in a sport that lacks diversity. By sponsoring Lydia and working on prototyping a new helmet fit, Charles Owen is actively addressing the lack of inclusivity in equestrian wear, and helping to create a future where no rider has to go through the challenges Lydia faced when buying a riding hat.
While this partnership is a significant step forward, we must acknowledge that there’s still a long way to go to truly open the sport to everyone.
6) Le Mieux x Harlow White
WHAT THEY DID:
Le Mieux has partnered with Harlow White, who is just 12 years old but is already a household name among young equestrians, and is one of the UK's fastest growing equestrian influencers. With over 600k subscribers on her YouTube channel, and 240k followers on Instagram, Harlow has become a role model for young equestrians everywhere.
The partnership grew even stronger earlier this year when Le Mieux took the collaboration to the next level, launching the highly anticipated Harlow Collection. Her content regularly features these products, whether it's a quick Instagram Story, a detailed YouTube vlog, or a behind-the-scenes look at a new Le Mieux product.
WHY IT WORKED:
This partnership is a strategic move by Le Mieux, as Harlow’s highly engaging social media content and her connection with the next generation of equestrians makes her a perfect ambassador to introduce Le Mieux to a younger audience. For these young riders, seeing someone their own age like Harlow using Le Mieux products can help make the brand feel more approachable and relevant. The collaboration really demonstrates the power of social media, especially as equestrians increasingly turn for inspiration and product recommendations.
7) Horseware x Steve Guerdat
WHAT THEY DID:
In 2021, Horseware launched its #ThroughItAll campaign, which featured an aspirational video in which Olympic gold medalist Steve Guerdat highlighted his journey, work ethic, and dedication to his horses. It not only showcased Horseware’s products, but it also allowed the audience to connect with the content on a deeper, more emotional level.
WHY IT WORKED:
This campaign showcased effective storytelling, using Guerdat’s status as a world-class rider to create an emotional appeal, and the nature of the video resonated with both competitive and everyday equestrians. By focusing on Guerdat's dedication to his horses and sport, it helped Horseware to position itself as a brand committed to quality and performance, much like the rider himself. This emotional connection made the campaign particularly powerful.
8) Ariat x Mary King MBE
WHAT THEY DID:
In 2002, the Horse and Hound reported that “leading British event rider, Mary King, will be wearing Ariat boots for the rest of the 2002 season after signing a sponsorship deal with the footwear company.”
Two decades later, it is a partnership that still stands! Since then, Mary King has regularly featured in Ariat’s product videos and promotional materials, showcasing her use of their products in real competition settings. She also shares a number of images and endorsements on Facebook to her 180k+ followers.
WHY IT WORKED:
This partnership works because it is built on credibility and trust. Mary King’s status in the eventing world is unmatched, and her endorsement carries significant weight within the industry. The long-term nature of the partnership adds authenticity, and demonstrates that Mary genuinely believes in the brand’s products.
The above examples illustrate how brands can creatively connect with equestrian audiences, whether through influencer or athlete collaborations, storytelling, or aligning with important issues like safety and diversity. By leveraging the right personalities, themes, and messaging, it has allowed these brands to achieve meaningful reach and engagement.
At EQuerry, we position ourselves as a partner for brands looking to penetrate the equestrian market, offering expertise and insights to bridge the gap between the sport’s fanbase and the consumer brands that could effectively engage with them. Book a call to learn more.
