Tapping new market

Andy Bolich’s dream has always been to be the best bareback rider he could be.

With the help of the United States Army, pursing that dream has become a little easier.

Bolich, a Mt. Spokane graduate, is one of 10 cowboys and a cowgirl that represent “An Army of One,” a new marketing program unveiled this spring.

“It’s real helpful for a guy like me,” said Bolich, 23. “If you’re not winning a bunch of money you couldn’t get to as many rodeos as I’m going to now.”

Riding for the Army brand are one entry in each Professional Rodeo Cowboys Association event, including Bolich’s brother-in-law Zack Oakes, the third-ranked bull rider, and three Professional Bull Riders cowboys.

“Thousands of people are backing us … rooting for us,” said Oakes, 21, who is now listing Mead as his hometown. “It makes it easy when you know that many people are watching. It’s a good feeling when you’re going down the road and haven’t been home in two months.”

Rodeo seemed like a perfect fit for Army advertising, according to Tom Tiernan, a former soldier who is Chief of Outreach and Event Marketing based out of Ft. Knox in Kentucky. The goal is to assist the Army in recruiting and awareness.

“The Army took a look around to see where it could go to find prospects who display the aspects needed in soldiers,” he said. “Toughness, strength, courage, never quit, never accept defeat, those are the kind of attributes that make good soldiers. When you think of (those qualities), rodeo comes to mind. You have to be a tough customer to get on a bull.”

Interested cowboys and cowgirls submitted resumes and the Army conducted extensive background checks and interviews.

“It was a tough, tough, tough process,” Tiernan said. “We could have come away with 25 or 30. … We looked at those who best typified the qualities we were looking for.”

That’s why Bolich qualified. He didn’t abandon his education for rodeo, staying on to coach at Montana State this year to finish his degree even though his eligibility was exhausted. He also postponed hitting the circuit full time to get married.

“He said, ‘I want to do this,’ ” Tiernan said. “Overcoming adversity is what soldiers are made of. That’s Andy Bolich. … He didn’t take the easy way. Andy and Zack are two very fine young men. We’re just delighted to have them on this team. We’re excited to see how well Zack is doing and we know Andy will be knocking on the door.”

The PRCA version of Team Army is diverse, ranging from the unknown with potential in Bolich and Oakes to former world champions Fred Whitfield, who is African-American, and Trevor Brazile.

“We wanted diversity, we wanted a team that looked the Army,” Tiernan said. “We just didn’t want to buy the top cowboys in the sport. Some win, some are up and comers like Army recruits. … Without exception everyone we talked to reinforced what we thought. We’re so very proud of them and thankful those we selected agreed.”

The cowboys and barrel racer Brittany Pozzi receive branded gear and some money. In return they talk to fans, participate in interactive kiosks at rodeos and make some public appearances. They will also go through three days of basic training in the future to get a feel for their sponsor and will visit troops in the hospital.

“They all bought into it,” Tiernan said, “but we told them we wouldn’t interfere with what they need to do to compete and win.”

Tiernan said Whitfield, a future Hall of Famer, was the perfect example.

“He said he wanted to do it,” Tiernan said. “That speaks highly of a guy like Fred and all our cowboys. That’s the level of commitment you see every day on television by our soldiers.”

Though the program is barely off the ground, the impact has been obvious.

“You can’t imagine how many people come up and talk to me (about family and friends) serving,” Oakes said. “They want to talk about it, it makes them feel good. The people in the Army are great people. It’s really an honor to be part of it.”

Tiernan said, “The initial reaction has been phenomenal. It’s much too early to gauge the success … but we’re getting a lot of positive feedback from cowboys in the Army. They’re excited.”

The program got instant recognition when steer wrestler Luke Branquinho won the Pace Picante ProRodeo Chute-out in Las Vegas in May, the first PRCA event for Team Army.

Tiernan said the Army is pleased with its relationships with NASCAR, drag racing and arena football, but rodeo is proving to be a perfect fit.

“I have a feeling we’re going to do great,” he said. “The folks who attend rodeo and take part are among the most patriotic in the country.”

The Army is committed through next year, when Bolich hopes to make a run at the National Finals Rodeo and Oakes could be the reigning world champion.

“We’re not advertising beer or tobacco, we’re representing the United States Army. That’s bigger than all of that,” Oakes said. “People envy us. There’s not a guy behind the bucking chutes who wouldn’t give their right arm to represent the Army.”