"Cowboy Up" is a celebration of the risktaking, dare-devil personalities of contemporary rodeo. In the world of professional bull riding, newcomer Ely Braxton (Marcus Thomas) is the craziest guy around. His brother Hank (Kiefer Sutherland) is a rodeo clown, and the two use each other to fulfill their acts. But love could be something that tears the brothers apart. When Ely falls for the rodeo's sweetheart (Daryl Hannah), Hank is filled with jealousy and hate. The brothers make an effort to come to grips with their own differences, however the contest becoming ferocious as the bulls in the ring.