When the chute opened the bull stormed out with Oleson aboard, but the animal quickly dropped its front end low while launching its rear end high into the air and kicking forcefully. The move launched Oleson over the bull’s head and caused him to land headfirst in the dirt. The 28-year-old attempted to rise but fell back to the ground as the bull was corralled.

A hush fell over the crowd as medical personnel entered the arena to tend to him. Oleson had to be removed from the arena via stretcher and was transported to Dell Seton Medical Center where he was assessed, received imaging tests and was kept for observation.

Oleson returned to the Moody Center in Austin, wearing a neck brace to cheer on his team during their Aug. 25 match. The results of imaging tests made it clear to Oleson that his career as a professional bull rider was over. He posted this sad announcement to his Instagram account on Aug. 26.

“Last weekend in Austin, Texas, I had a little accident and ended up tearing some ligaments in my neck along my C3 C4,” Oleson posted. “Thank you all for the messages and prayers! I undergo surgery this week to have my neck fused. Unfortunately, they’ve informed me that my bull riding career has come to an end.”

The shockingly sudden end to Oleson’s prolific career was the latest in a series of unforeseen challenges the resilient South Dakotan has faced in his life. Injuries and addiction were challenges that always seemed to present themselves as obstacles to be overcome. This latest injury is just a bridge too far.

Oleson was a key contributor to the Texas Rattlers unexpected run to a PBR Team Series championship in 2023. Oleson went 9 for 19 (47 percent) as the Rattlers claimed their league championship. Oleson had a career mark of 40 for 138 (28 percent) on the premier series with one event win in Tucson, Arizona, (2023 Unleash The Beast season). He started his PBR career in 2014, competing at Touring Pro Division, Pendleton Whiskey Tour and PBR Canada events before making his UTB Debut in 2018.

Oleson was on the verge of becoming a regular on the Premier Series Tour in 2018 but necessary surgery on his riding wrist scuttled that dream. Oleson tried to return but struggled and it was decided that shoulder surgery would be required as well if he was to regain his abilities.

“After the injuries and surgeries, I kind of fell into a dark place and used alcohol frequently,” Oleson said during a 2022 interview with PBR.com. “Financially, things were starting to fall apart, and I struggled badly. I was always a little bit out of control, especially when it came to alcohol. After I would have my first beer, there was never a stopping point for me. A normal person could have two or three, have a buzz, and say, okay, I’m good. To function, I needed to have alcohol. Then when it was time to get my life back together, I was out of control. A lot of people in my life were fed up with it and I was too, but I couldn’t stay away from it.”

Oleson eventually admitted himself into a 60-day treatment program at Renaissance Treatment Ranch in Logan, Utah. He entered a sober house, joining other men working together to improve their mental health while addressing their addiction. After completing the program, Oleson made his return to professional bull riding after a nearly two-year absence in December of 2021 at a TPD event in Klamath Falls, Oregon.

Oleson returned to the Velocity Tour on January 15, 2022, at the Portland Classic, winning the event and regaining a spot on the Unleash The Beast. He finished second at the Spokane Classic and was eventually drafted by the Texas Rattlers in the third round in May.

“Brady retires a Champion,” said Texas Rattlers GM Chad Blankenship in an interview with PBR.com. “A member of our squad since its inception, his rides helped make us the only undefeated team on home dirt and the 2023 PBR Team Series Champions. But it’s the sparkle in his eyes, his work ethic, and the love he brings to our locker room that makes him a lifelong Texas Rattler.”

Oleson’s contributions as a teammate are nearly as fondly remembered as his abilities as a rider.

“Brady has spent a lot of time on the injured list but even when he is injured he still contributes in a big way,” said Rattlers Hall of Fame head coach Cody Lambert. “He makes all the appearances and does all of the things that a lot of riders aren’t always willing to do. He steps up in whatever role the team needs him to play. He is a real leader and does whatever it takes to help the team be better.”

Though Oleson’s career as a bull rider has reached an end, he will be remembered for his resilience, strength of will and cowboy spirit.

“It’s a very tough moment in my life, but I am very grateful that it wasn’t any worse and I am still able to walk,” Oleson said. “Thank God for the blessings and the amazing life I’ve been lucky enough to experience!”