According to the link you provided—their ad reads:
Shop Boots And Apparel Directly From Ariat Today. Explore The Latest Styles On Ariat.com. The Performance Footwear And Clothing Brand With An Emphasis On Technology And Innovation.
Maybe the “horseshoes” represent the ass-kicking boots that they are selling and you’re going to need some fine looking clothing to compliment those boots. Either it’s the dumbest decision that I’ve ever seen or it is brilliant—I’m not sure which it is yet but can say that I’m not impressed