Nulo Pet Food, a US-based super premium pet food company, has announced its partnership with 23-time US gold medalist Michael Phelps and his two French Bulldogs, Juno and Legend. Phelps will lead Nulo’s pet nutrition awareness effort by being the face of the company’s “We Decide” campaign kicking off in late September 2017. “We Decide” is an effort to reach pet parents who are compelled to improve the world they live in, who seek greater transparency and who support brands that align with their own values.
Phelps is joining a team of brand representatives and their pets, including two new athletes: NFL football player Ryan Kerrigan and US silver medalist ice skater Kaetlyn Osmond. Together, these three athletes will lend their voices to Nulo’s “We Decide” message via point of sale displays, narrative video content, social media and print and digital advertisements encouraging pet parents to educate themselves on pet nutrition and to choose the best fuel for their dogs and cats.
"We could not be more excited or honored to have an exceptional athlete like Michael Phelps join our team and to lead our We Decide campaign alongside Ryan Kerrigan and Kaetlyn Osmond,” said Michael Landa, Nulo’s founder and CEO in a press release. “Not only is Phelps an incredible athlete, but his desire to make a difference exemplifies what this campaign represents – the passion to inspire others to live active, healthy lives – and provide pets the same opportunity.”
The growth of premium pet food
Phelps’s investment in Nulo Pet Food comes at a time of tremendous growth within the US$10 billion premium pet food segment. Traditional players in the industry have given way to a new group of health-conscious pet food brands like Nulo, which has seen exceptional year-over-year growth with gross revenues nearly doubling every year since 2013.