Purina's Purple Leash Project, highlighted at a USWNT soccer match during Domestic Violence Awareness Month, helps domestic violence survivors escape abuse with their pets by making shelters pet-friendly and providing grants for renovations, pet housing, and veterinary care.
- Only 20% of domestic violence shelters currently allow pets, while 48% of survivors delay leaving abusive situations because they cannot bring their pets.
- Purina has awarded nearly 70 grants totaling over $2.2 million across more than 30 states to create pet-friendly spaces for survivors.
- The Purple Leash Project, run in partnership with nonprofit RedRover, provides funding for shelter renovations, on-site and off-site pet housing, supplies, and veterinary care.
- Actress Mariska Hargitay served as honorary captain at the USWNT match, participating in the coin toss to raise awareness for the initiative.
- Purina aims to provide 1 million safe nights for survivors and their pets by the end of 2030.
Purina, the official pet care partner of the U.S. Soccer Federation, promoted its Purple Leash Project during the U.S. Women’s National Team (USWNT) match against Spain at Audi Field, which Purina presented. The event coincided with Domestic Violence Awareness Month.
Actress, producer and advocate Mariska Hargitay, a longtime Purina partner, served as Purina’s honorary captain for the match. Hargitay took part in the pre-match coin toss with Cassidy, a 75-pound golden retriever, and her handler, Patrice “Pat” Eller. Cassidy and Eller are a Pet Partners pet therapy team that provides comfort to children who may be called to testify in court.
Purple Leash Project
The Purple Leash Project, a Purina initiative run in partnership with the nonprofit RedRover, helps domestic violence survivors and their pets escape abuse together by making more shelters pet-friendly. The initiative provides grants to domestic violence shelters and social service providers for pet-friendly shelter renovations, on-site and off-site pet housing, pet supplies and veterinary care.
Only 20% of domestic violence shelters allow pets, and 48% of survivors delay leaving an abusive situation because they cannot take their pets with them, according to Purina.
“Seeing the Purple Leash Project take the field helped turn the stadium into a powerful show of support for survivors and the pets they love,” Hargitay said. “I’m honored to continue my work with Purina on a stage like this during Domestic Violence Awareness Month to bring greater awareness to domestic abuse, help break down the stigma survivors so often face and shine a light on the need for more safe, pet-friendly spaces where survivors and their beloved, trusted companions can begin healing together.”
Purina is also selling a limited-edition Courageous & Comfy Soccer Scarf, licensed by U.S. Soccer, exclusively at shop.PurpleLeashProject.com. All proceeds from scarf sales will be donated to RedRover to support the Purple Leash Project.
“At Purina, we believe survivor safety shouldn’t require sacrifice. That’s why we’re proud to continue our work with RedRover and grateful to Mariska for helping to bring greater visibility to the need for more safe spaces for domestic violence survivors on both ends of the leash,” said Purina CEO Nina Leigh Krueger. “Together, we can help ensure survivors never have to choose between their safety and the safety of pets they love.”
Purina Club for the pets
At Audi Field, Purina also set up the Purina Club, a temporary pet-friendly seating area where fans could bring their dogs to the match.
The match is part of Purina’s broader sports partnerships involving pets. Earlier this year, Purina launched its national “For the Team Behind the Team” campaign with U.S. Men’s National Team player Weston McKennie and introduced a national pet jersey for soccer fans’ pets. The company also partnered with KC2026 on pet-centered programming at the FIFA Fan Festival Kansas City, including Dog Days, pet kits and adoption-focused community events.
Through the Purple Leash Project, Purina has awarded nearly 70 grants totaling more than $2.2 million across more than 30 states to create pet-friendly spaces for domestic violence survivors and their pets. The company aims to help provide 1 million safe nights for survivors and their pets by the end of 2030.
More information is available at Purina.com/EscapeTogether.
