Our ambassadors are riders who have chosen to take a bigger step into the La Folie journey.

They're passionate about what we're building, believe in what La Folie stands for, and are excited to see La Folie become an even bigger part of their own journey while helping it become part of the journeys of riders across South Africa.

Each ambassador brings something different. Different disciplines, different stories and different riding journeys. What unites them is a shared love for this lifestyle, a genuine passion for La Folie, and a desire to help more riders discover it.

In their own unique way, they help bring La Folie to life. They share authentic moments from their everyday lives, create meaningful content, strengthen the communities around them, and inspire more riders to experience the beauty of the La Folie lifestyle.

Our Sponsored Riders are selected from within the Ambassador community and work closely alongside the La Folie team throughout the year.

As some of our closest La Folie collaborators, they play an important role in shaping the future of the brand. They offer honest insight, test future products, contribute ideas, participate in campaigns, and help ensure that every collection, event and decision remains connected to the riders we create it for.

More than anything, they're people who care deeply about La Folie. They celebrate its successes, believe in its future, and are proud to help build something that will continue serving the equestrian community for years to come.

As a La Folie Ambassador, you'll enjoy a range of benefits designed to support your own journey while helping you play a bigger role within the La Folie community.

These include:

• A curated La Folie welcome package featuring some of our favourite pieces.
• Early access to shop new collections and limited-edition releases before public launch.
• A personal ambassador discount, together with your own exclusive ambassador code for your yard / riding club.
• Ambassador-only offers, rewards and opportunities throughout the year.
• Invitations to select La Folie events, launches and community experiences.
• Content creation guidance, creative support and opportunities to collaborate with the La Folie team.
• Features across La Folie social media, website and email marketing.
• Ongoing support from the La Folie team.
• The opportunity to progress to our Sponsored Rider Programme.

As some of our closest collaborators, our Sponsored Riders receive an expanded level of support as they grow alongside La Folie.

In addition to all Ambassador benefits, Sponsored Riders receive:

• An expanded welcome package featuring a larger selection of La Folie products.
• Seasonal product packages, including pieces from new and upcoming collections throughout the year.
• Opportunities to test future products and help shape upcoming collections through honest feedback.
• Exclusive Sponsored Rider rewards, experiences and behind-the-scenes opportunities.
• Personal rider features, interviews and professionally curated content.
• Opportunities to participate in La Folie campaigns, photoshoots and brand launches.
• Features across La Folie social media, website and email marketing.
• The opportunity to share ideas, contribute to community initiatives, and help shape the future of La Folie.
• Invitations to exclusive La Folie events and experiences throughout the year.

To ensure every rider has an equal opportunity to become part of the La Folie Ambassador community, ambassadors are selected through community-wide application searches rather than individual requests.

When applications are open, you'll find all the relevant information, requirements and the application form below. We'll also announce every search across our social media channels and email newsletter, so you don't miss the opportunity.

Every application is personally reviewed by the La Folie team. We take the time to get to know each rider, their story and the community around them.

We're looking for people who genuinely align with the heart of La Folie, are excited to grow with us, and are passionate about serving their wider equestrian community.

La Folie Ambassadors are typically appointed for a one-year term, with the potential opportunity to continue their journey with us in future years.

Our Sponsored Riders are selected from within the Ambassador community. There is no set pathway or timeline; it's a role offered to ambassadors who consistently embody the values of La Folie, make a meaningful contribution to our community, and demonstrate an exceptional passion for and commitment to the brand.

To apply, please ensure you complete all of the following before 31 July 2026:

• Complete the online application form: Click Here
• Follow @lafolieequestrian on Instagram.
• Like the official Community Search launch post.
• Share the first slide of the launch carousel to your Instagram Story and tag @lafolieequestrian.
• Tag two (or more) riders you'd love to see join the Ambassador community, together with one rider, coach or equestrian who inspires you.
• Comment on the launch post and tell us one thing you love about the La Folie community or what the La Folie lifestyle means to you.

Optional (but encouraged)

Throughout the Community Search, we'd love to see your creativity.

Whether it's a reel, photos, a day in your life, sharing your riding journey, celebrating your community, your favourite La Folie pieces, or simply sharing what this lifestyle means to you, we'd love to see how you celebrate and share the La Folie lifestyle in a way that is authentic to you.

Please use #YouAndLaFolie on any content relating to your application so we don't miss it!

We also encourage you to engage with others taking part in the search. Community has always been at the heart of La Folie, and we'd love to see applicants encouraging and celebrating one another throughout the process.

What Happens Next?

Once applications close, the La Folie team will carefully review every application before announcing a shortlisted group of riders.

The next stage of the Community Search will then begin, with further details shared directly with shortlisted applicants and across our social channels.

Coming Soon

Every Sponsored Rider has their own story, and their own unique way of bringing the La Folie to life.

Soon, you'll be able to meet the riders helping shape the future of La Folie, discover their favourite pieces, learn more about their journeys and dreams, and hear why they love being part of the La Folie family.