Ariat^® "Why I Ride" Contest Details

CONTEST PRIZES
Grand Prize: A trip for two (2) to the 2010 Alltech^® FEI™ World Equestrian Games in Lexington, KY. The package includes airfare for two (2), two (2) nights hotel stay and tickets for two (2) to up to four events (Day 1 Evening, Day 2 Morning and Evening, Day 3 Morning) plus $500. The winner will also receive $1,000 retail value of Ariat® product.

Second Prize: $1,000 retail value of Ariat^® product

Third Prize: $500 retail value of Ariat^® product

CONTEST DEADLINES: The Why I Ride Contest consists of two (2) phases:

Submissions Period

Final Round (50 Top Entries)

All submissions and contestants are subject to the Official Ariat "Why I Ride" Rules and Regulations. Please read before submitting your entry

1. ELIGIBILITY: This contest is open to legal residents of the fifty (50) states of the United States, the District of Columbia and all residents of the seven (7) Canadian provinces, who are eighteen (18) years of age or older at the time of entry. Contest submissions will be accepted as stated above. There is no limit on the number of entries per person; however, each entry must tell a different story. Eligible contest entries will be posted on the www.ariat.com/ride and will be available for viewing by all site registrants and visitors.

2. TO ENTER: No purchase or payment is required to enter. There are two ways to enter, both of which are available online at www.ariat.com/ride For both methods of entry, visit the website and complete the contact and personal information in the website registration form. All registrants must check the box saying "I have read and agree to the Official Rules" in order to register. You may then upload your video entry or your essay entry in the fields indicated at any time.

Video Entry: Participants may enter by submitting a short video addressing the theme "Its Why I Ride," in which they detail their passion for riding, and what it means to them. Videos may not be longer than 3 minutes and must be less than 100MB and be submitted in one of the following video formats: AVI, MOV, WMV, MP4, MPEG, FLV, 3GP, and 3G2.

Essay Entry: Participants may submit an essay discussing the theme "Why I Ride," in which they detail their passion for riding, and what it means to them. Essays are limited to 2000 characters or less. Essay entrants may also submit one (1) still photo to complement the essay. The photo may be up to 5 MB. No professional photography allowed.

3. VOTING AND SELECTION OF WINNERS: There are 2 voting periods: During Entry Submission (see dates above) and Final Round (see dates above).

• Throughout the entry period, registered users may visit the www.ariat.com/ride and vote for their favorite entries. Each registered user of the site may vote for as many different entries as they want, but only 1 (one) vote per day for any single entry is allowed.
• The 50 entries with the highest vote total during the Submissions round counts will qualify for the Final Round and judging for the grand prize. Sponsor panel of judges will review the 50 qualified entries based upon the following criteria, as demonstrated in the video entry or essay entry (with or without photo):
• Authenticity (15%)
• Passion and storytelling (20%)
• Fit with the spirit of the Ariat brand (15%)
• Popular votes during the final round voting period (50%)

This is a contest of your ability to communicate your passion for riding and the role it plays in your life. Your chances of winning depend on how well your entry reflects the judging criteria as compared to the other entries in the contest.

Winners will be notified via e-mail and/or mail on or about July 1, 2010, and their names will be posted on Ariat.com.