Watch Urban Cowboys

The Professional Bull Riders organization (PBR) visited Madison Square Garden in New York in 2017. Part of PBR's Built Ford Tough Series saw 35 of the best bull riders in the world competing for a championship prize of more than $100,000. We followed 19-year-old bull riding phenom Jess Lockwood, the 2016 Rookie of the Year on his three-day journey, during which he put his life on the line.