Nulo produced custom collector pins featuring the pets of sponsored Olympic athletes as part of the brand's "Fuel Incredible" campaign.
The pet food company created a limited run of enamel pins depicting the dogs and cats of seven U.S. winter athletes it sponsors. The pins were designed for the Olympic Village tradition of pin trading among competitors, media and sponsors.
Each pin was customized to show specific characteristics of individual pets. Examples include Stella, the dog of ice dancing duo Madison Chock and Evan Bates, depicted with her tongue out, and Pippy, snowboarder Maddie Mastro's dog.
Athletes shared photos of the pins on social media platforms including TikTok and Instagram. Mastro's TikTok post about Pippy's pin generated requests from other athletes wanting to trade for it.
"For these athletes, their pets are more than companions — they're emotional anchors throughout the relentless pursuit of excellence," said Jen Rottenberg, head of consumer and brand marketing at Nulo. "We created these pins to honor the silent teammates who are part of every early alarm, every comeback and every victory. Bringing them into the Olympic tradition of pin trading was our way of giving the athletes a way to share their love and appreciation of their pets with their fellow competitors on the world stage."
The pet pin initiative is part of Nulo's "Fuel Incredible" campaign. In the first week, nearly two dozen athletes made over 40 posts that received 12.3 million views.
Nulo sponsors 11 Olympic athletes, seven of whom compete for the U.S. in winter sports.
