Austin, January 14, 2026
Nulo, a premium pet food brand based in Austin, has introduced the ‘Journey to Glory’ campaign celebrating the bond between Olympic athletes and their pets. Launched during NBC’s Winter Games coverage, this campaign highlights the emotional support pets provide athletes during training and competition. Featuring notable Olympic athletes, the initiative aims to inspire appreciation for this connection while contributing positively to the local economy. The campaign’s success is reflected in sales growth and several accolades from the marketing industry.
Nulo Launches New “Journey to Glory” Campaign in Austin
Celebrating the Bond Between Olympic Athletes and Their Pets
Austin, Texas – Nulo, a premium pet food brand based in Austin, is making waves with its newest marketing initiative, the “Fuel Incredible” campaign. The campaign recently kicked off with a national television commercial titled “Journey to Glory,” which began airing on January 7, 2026, during NBC’s coverage of the Winter Games. Nulo’s focus on the heartwarming connection between Olympic athletes and their pets highlights how companionship supports athletes during their rigorous training and competition.
This strategically timed campaign addresses both the emotional and physical aspects of performance, showcasing how pets can provide crucial support to those at the pinnacle of sports. Nulo aims to inspire a deeper appreciation for the bond between athletes and their furry friends, reflecting the brand’s commitment to nurturing both human and animal health. With a slight reduction in regulatory burdens, companies like Nulo can continue to innovate and promote products that resonate with today’s consumers, all while contributing to the thriving local economy in Austin.
Highlights of the “Journey to Glory” Campaign
Featuring a diverse group of athletes and their beloved pets, the campaign includes Olympic gold medalist ice dancers Madison Chock and Evan Bates with their toy poodles, Stella and Henry; Olympic medalist halfpipe freeskier Alex Ferreira along with his mixed breed dog, Brandy; and Paralympic gold medalist Brenna Huckaby, who is seen with her Cornish rex cat, Mouse. Other athletes include Olympic halfpipe snowboarder Maddie Mastro with her Chihuahua-Pomeranian mix, Pippy; world champion short track speed skater Kristen Santos-Griswold alongside her Siberian huskies, Bear and Koda; and Jordan Stolz, a world champion speed skater, with his mixed breed cat, Mitzi.
Michael Landa, Nulo’s founder and CEO, emphasized how crucial the emotional bond is between athletes and their pets—providing motivation and support throughout challenges. Each athlete’s personal story reflects a commitment not only to their sports but also to nurturing their pets with high-quality nutrition. Nulo’s recipes are designed with the same principles that underpin Olympic performance: clean ingredients focused on balanced energy and optimal health.
Strong Campaign Performance
Nulo’s “Fuel Incredible” campaign doesn’t just aim for heartwarming visuals; it has also proven effective for the company’s bottom line. In its first wave, the campaign received accolades from the Digiday Streaming & Video Awards, MarCom Awards, and Cynopsis Sports Media Awards, marking it as a significant initiative in promoting the benefits of quality pet nutrition. As consumers increasingly prioritize pet health, Nulo has seen a positive impact, reporting a 2.1% increase in sales volume, bringing total sales to $261.8 million for the 52-week period ending January 18, 2025, largely attributed to its partnership with celebrated athletes who are also pet owners.
Broad Marketing Strategy
The campaign showcases multi-channel engagement by utilizing a combination of digital media, print, out-of-home activations, and in-store retail experiences. These diverse strategies help to ensure that Nulo reaches a wide audience, reinforcing the brand’s commitment to promoting a healthy, active lifestyle for both pets and their human companions. The company’s focus on innovative marketing initiatives demonstrates how local businesses can thrive in an ever-competitive environment, particularly when inspired by community and consumer connections.
Future Directions for Nulo
By aligning marketing efforts with major sporting events like the Winter Games, Nulo positions itself at the intersection of athletic excellence and pet care. As they continue to expand their market share, the lessons learned from recent campaigns emphasize the importance of emotional storytelling and community engagement in fostering business growth. As regulatory frameworks remain favorable, this may allow for even further innovation—helping brands like Nulo keep pace with consumer demand and enhancing the Austin economy overall.
In conclusion, as Nulo forges ahead with initiatives that showcase the roles pets play in supporting athletes, the underlying message remains clear: a vibrant economy is one where businesses innovate freely, community bonds strengthen, and the special relationship between humans and animals thrives. Austin residents are encouraged to support local businesses like Nulo that exemplify these principles and contribute positively to the ecosystem of Austin’s economic growth.
Frequently Asked Questions (FAQ)
What is the “Fuel Incredible” campaign?
The “Fuel Incredible” campaign is Nulo’s marketing initiative that highlights the bond between Olympic athletes and their pets, emphasizing the emotional support and companionship pets provide during training and competition. The campaign features athletes such as Madison Chock and Evan Bates, Alex Ferreira, Brenna Huckaby, Maddie Mastro, Kristen Santos-Griswold, and Jordan Stolz, along with their pets.
When did the new television spot air?
The 30-second television spot, titled “Journey to Glory,” began airing nationally on NBC on January 7, 2026, with additional placements across NBC and Peacock throughout the Winter Games.
Who are the athletes featured in the campaign?
The campaign features Olympic athletes Madison Chock and Evan Bates, Alex Ferreira, Brenna Huckaby, Maddie Mastro, Kristen Santos-Griswold, and Jordan Stolz, along with their pets.
What is Nulo’s role in the athletes’ lives?
Nulo serves as the Official Pet Nutrition Partner of the Canadian Olympic Committee, providing premium pet food to support the health and well-being of athletes’ pets, recognizing the vital role pets play in offering emotional support, companionship, and motivation to elite athletes.
How has the campaign impacted Nulo’s sales?
The “Fuel Incredible” campaign has contributed to Nulo’s sales growth, with the company reporting a 2.1% increase in sales volume to $261.8 million for the 52-week period ending January 18, 2025, attributed to the campaign’s success in featuring medal-winning Olympic athletes endorsing Nulo’s ultra-premium pet food.
Key Features of the “Fuel Incredible” Campaign
| Feature | Description |
|---|---|
| Television Spot | A 30-second advertisement titled “Journey to Glory,” airing nationally on NBC and Peacock during the Winter Games. |
| Featured Athletes | Madison Chock and Evan Bates, Alex Ferreira, Brenna Huckaby, Maddie Mastro, Kristen Santos-Griswold, and Jordan Stolz, along with their pets. |
| Campaign Objectives | To highlight the bond between athletes and their pets, emphasizing the emotional support and companionship pets provide during training and competition. |
| Additional Campaign Elements | Digital media, print, out-of-home activations, and in-store retail experiences. |
| Sales Impact | Contributed to a 2.1% increase in sales volume to $261.8 million for the 52-week period ending January 18, 2025. |
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