Cowboy Up

Cowboy Up! Stars Riding Bulls is a groundbreaking photographic tribute to the fastest-growing sport in America—bull riding, now the #1 spectator sport in the U.S.—as uniquely captured by award-winning photographer Thom Gilbert.

With unprecedented access granted by the Professional Bull Riders Association (PBR), Gilbert captures the sport with unmatched intimacy and artistry. Featuring over 150 original photographs and personal interviews with 61 elite riders, Cowboy Up! goes beyond the arena to explore the real lives of the athletes behind the grit. Through exclusive scenes in the ring, on the road, at home, and on the ranch, Gilbert reveals the human side of a sport defined by adrenaline, precision, and risk.

The project includes rare visits to 16 riders’ ranches, capturing quiet, personal moments in striking contrast to the roar of sold-out arenas. From reigning World Champion Cassio Dias to icons like Jose Victor Leme and Cooper Davis, each portrait and interview offers insight, vulnerability, and raw strength. The bulls, the fans, and the dirt-flying drama of competition—Cowboy Up! delivers the full spectrum of the bull riding experience through Gilbert’s powerful visual storytelling.

This is the first book of its kind: a fine art documentary that offers rare, all-access insight into a uniquely American culture on the rise. Ideal for sports fans, Western lifestyle retailers, rodeo organizations, and collectors, Cowboy Up! is a visually stunning and essential addition to any bookshelf.