‘Our mantra is: Be cowboy’: Professional bull riding is riding high on TikTok
As cowboy culture makes a stylish comeback, PBR is roping in Gen Z fans with viral videos, sold-out arenas, and a modern take on the Wild West. Clay Guiton of the United States rides a bull named Cool Whip during the Championship Round of the PBR Unleash the Beast bull riding event at Delta Center on February 8, 2025 in Salt Lake City, Utah. 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
