Mars, Inc. has announced a partnership between its IAMS pet nutrition brand and Strava to encourage pet parents and their dogs to be more active together.
Launching first in the U.S., the collaboration introduces a "Pet Tag" feature on Strava that allows dog owners to log walks, runs and hikes with their pets. Mars said the partnership will also include a series of monthly challenges on the Strava platform throughout the year.
"Every outdoor adventure is better when pets are part of it," said Edwin Padilla, global brand VP for IAMS. "That's why we're tireless in our commitment to delivering advanced nutrition through IAMS with high-quality animal protein so pets can keep up with active lifestyles, inspiring more movement for people and their canine companions."
Evelina Jarbin, senior director of Strava for Business, added millions of people already bring their pets along for walks and workouts logged on Strava. "With the Pet Tag we're officially bringing kudos to our four-legged friends within the Strava community — helping people get outside, stay active, and take on new challenges with their pets," said Jarbin.
Mars said insights from the partnership will help guide advocacy for more pet-friendly urban environments. The collaboration is part of the company's Better Cities for Pets program, which aims to increase access to pet-friendly green spaces for 10 million people and pets worldwide by 2030, with initial focus on London, São Paulo, Los Angeles, Bengaluru and Bangkok.
"The bond between people and their pets is one of the most powerful relationships with more than one-third of pet parents saying their pet is the most important part of their lives," said Ikdeep Singh, global president of Mars Pet Nutrition. "It's that connection that motivates Mars to create more opportunities for people to experience the benefits of life with pets.
"By bringing together the global activity community on Strava with our expertise in pet care and nutrition, we're celebrating that bond and giving pet parents new ways to move, explore and stay active alongside their pets," Singh continued. "And when cities make space for pets, they unlock healthier behaviors for people too."
