Roughstock is a speculative Nike campaign situated between cultural archaeology and contemporary mythmaking. Spanning film, print, and out-of-home, the work reexamines the cowboy identity through the fractured histories of Texas— reframing the Western not as a closed historical genre, but as a living and contested visual language. Through cinematic narrative and mythic Americana, the campaign approaches movement as ritual: an act of self-definition shaped by memory, displacement, and imagination.