The Real Cowboys of New York City

Pro bull riding has a new foothold—and record numbers of fans—suggesting that our latest flirtation with Western Americana has entered a phase of mainstream appeal. Can cowboy fever help bull riding become the next UFC?

- ANIKA JADE LEVY

THE PROFESSIONAL Bull Riders have been coming to New York's Madison Square Garden since 2007, but, in the first week of this year, they arrive in a city that is saturated with cowboy fever at every level. The whole country, really, is in the throes of its latest fascination with the culture of the American West. It started with fashion and design a few years ago: Western influences were on mood boards and runways, and people showed up to their office jobs in cowboy boots. A line dancing class that kicked up in Los Angeles established outposts in San Francisco and Manhattan. Post Malone went country; Shaboozey spent a record-tying 19 weeks at the top of the charts; Yellowstone, America's most watched show for stretches of its five seasons, spawned three spin-offs. As of this writing, three more are in development.

Opening page: John Crimber, 19, is the youngest bull rider to win $1 million in lifetime earnings. Right: Some PBR athletes still compete in cowboy hats; those born on or after October 15, 1994, must wear helmets.