IAMS, a Mars Petcare brand, and Strava have launched a virtual challenge inviting runners to complete a marathon distance with their dogs.
The IAMS Dog Run Marathon runs Sept. 1-30 and asks participants to log a combined 26.2 miles with their dogs through Strava's Pet Tag feature. A daily distance cap of 5K, or 3.1 miles, is enforced for dog safety. The companies advise pet owners to tailor exercise to a dog's age, breed, health condition and fitness level, and to consult a veterinarian with questions about participation.
The challenge builds on a year-long partnership between Mars and Strava that launched earlier in 2026 with the introduction of the Pet Tag feature on the Strava app. It was launched in partnership with track and field gold medalists Tara Davis-Woodhall and Hunter Woodhall and their dogs, Milo and Winnie.
"Whether you're training to compete for World Championships or for your local race, it's never just about the finish line," Davis-Woodhall and Hunter Woodhall said in a joint statement. "It's the early-morning workouts, the recovery runs, the days when motivation is low and you're showing up anyway. Our dogs Milo and Winnie are part of many of those moments with us, so we love that the IAMS Dog Run Marathon is giving dogs a chance to be part of the experience instead of watching from the sidelines."
Participants who join the challenge are eligible for a rebate of up to $10.99 on a qualifying purchase of IAMS High Protein dog food. One randomly selected grand prize winner will receive a $10,000 training bonus, 26 bags of IAMS High Protein dog food, a custom medal and a spot for their dog's photo on a running shirt worn by the Woodhalls. An additional 26 randomly selected finishers will receive a prize package with IAMS running gear and 26 bags of IAMS High Protein dog food.
"At IAMS, we know dogs are more than companionsr," said Mindy Barry, chief marketing officer for Mars Pet Nutrition North America. "They're partners in the active lifestyles we share togethe. The Dog Run Marathon celebrates the dogs who show up for every mile, and IAMS High Protein is there to fuel their energy and recovery, keeping them in the day-to-day race, with a protein-rich recipe that helps keep dogs strong and healthy."
IAMS High Protein Dog Food is made with chicken and beef and is formulated with 80% of its protein from animal sources, according to the company. The partnership also supports Mars' Better Cities for Pets program, which focuses on pet-friendly communities.
Mars, Inc. is a family-owned company with a portfolio that includes Royal Canin, Pedigree, Whiskas and Cesar, along with veterinary care networks Banfield, BluePearl, VCA and Anicura, and veterinary diagnostics business Antech. Strava is a fitness tracking app with more than 200 million users in more than 185 countries.
