Carhartt Unveils "8 Second Ride" Commercial by Kiku Ohe Featuring Rodeo Rider Derion Chavis

DEARBORN, Mich., May 2, 2024 - Carhartt, America’s premium workwear brand since 1889, today announced the release of its latest commercial, "8 Second Ride," creatively directed by Kiku Ohe. The commercial showcases the unparalleled grit and determination of rodeo rider Derion Chavis as he embodies the spirit of hard work and resilience synonymous with Carhartt.

Derion Chavis, a seasoned rodeo rider, has dedicated nearly a decade of his life to mastering the art of riding bucking horses. From his humble beginnings at the age of 10, when he first mounted a steer at a rodeo, to his current pursuit of excellence in the Professional Rodeo Cowboys Association (PRCA), Chavis exemplifies the relentless work ethic and unwavering commitment to his craft.

Creatively directed by Kiku Ohe, "8 Second Ride" captures the raw intensity and exhilaration of professional rodeo. Through bold cinematography and immersive storytelling, the commercial pays homage to the timeless values of perseverance, authenticity, and hard work that define Carhartt.

Established in 1889 by Hamilton Carhartt with the motto "Honest value for an honest dollar," Carhartt has remained steadfast in its commitment to providing rugged, purpose-built workwear for hardworking individuals worldwide. With a legacy rooted in quality craftsmanship and enduring durability, Carhartt continues to push the boundaries of innovation while upholding its founder's vision of serving and protecting all hardworking people.
“At Carhartt, we are deeply rooted in the values of hard work and determination, and we were inspired by Derion’s relentless pursuit of his goals within the rodeo arena,” said Ron Harper, Director of Brand Creative at Carhartt. “Throughout this video, we highlight Derion’s indomitable spirit and are proud to support him – and all others – who are making their own histories through hard work.”

"The creative vision behind this campaign was to authentically portray the inner toughness, strength, and character that embody the true spirit of Carhartt. It's the spirit of no-nonsense, hard-working America that embraces all challenges without ever backing down, no matter how much life kicks at them" says Kiku Ohe

"8 Second Ride" is a testament to the enduring partnership between Carhartt and the hardworking individuals who rely on its products day in and day out. From the rodeo arena to the jobsite, Carhartt remains committed to empowering hard working people with purpose-built gear designed to tackle any challenge.