A Different Breed, a nine-episode documentary series about the Purina Pro Plan Incredible Dog Challenge, is now available on Peacock. The series provides behind-the-scenes access to competitors in the canine sports competition.
The documentary joins other dog sports content on Peacock's "Incredible Dogs" section, including the past three seasons of the Incredible Dog Challenge and broadcasts of The National Dog Show, presented by Purina, dating to 2013.
"It's a thrill to add A Different Breed to our growing collection of compelling dog sports and entertainment options for Peacock streamers," said Gary Quinn, vice president of programming and general manager, owned properties at NBC Sports. "Our subscribers are going to be captivated by the transformative, powerful stories of these competitors and the heartwarming bonds between pets and humans."
The 24th National Dog Show, presented by Purina, aired on Thanksgiving Day, November 27. The 2025 Incredible Dog Challenge national finals were broadcast on NBC on November 30. The finals, hosted at Purina Farms outside St. Louis, featured winners from regional competitions in Clearwater, Florida, and Huntington Beach, California.
"The Incredible Dog Challenge showcases the very best of what dogs and humans can achieve together," said Dr. RuthAnn Lobos, senior veterinarian at Purina. "I've watched these competitors over the years, witnessing the passion and commitment they shared, and hearing about their journeys to get to this event. I'm excited for the rest of the country to get a peek into their lives in A Different Breed, showcasing experiences of perseverance, partnership and the pure joy that comes from chasing excellence with your best friend."
The Purina Pro Plan Incredible Dog Challenge has operated for nearly 30 years. The competition features disc routines, weave pole racing, agility courses and diving dog events.
According to Petfood Industry's Top Pet Food Companies, Nestlé Purina PetCare, founded in 1894, manufactures pet food brands including Dog Chow, Purina ONE, Pro Plan, Friskies and Tidy Cats. The company employs more than 11,000 associates in the U.S. and has contributed more than $150 million over five years to organizations supporting pets and communities.
