Nulo Pet Food and Michael Phelps Team Up



Nulo Pet Food announced its partnership with 23-time U.S. gold medalist Michael Phelps and his two French Bulldogs, Juno and Legend. Phelps will lead Nulo’s pet nutrition awareness effort by heading its “We Decide” campaign kicking off in late September. “We Decide” will speak to a current generation of pet parents who are compelled to improve the world they live in, who seek greater transparency and who support authentic brands that align with their own values. 


“Pets rely on us to make the best decisions for their health and wellbeing, including the importance of their nutrition,” said Phelps. “I’ve been feeding my dogs Nulo and am confident it is the right choice for their health. I’m excited to partner with Nulo to share the importance of pet nutrition and remind pet parents that ‘We Decide’ how healthy our pets live.”


Phelps is joining a powerhouse team of brand enthusiasts and their pets, including two new world-class athletes: professional football player Ryan Kerrigan and silver medalist ice skater Kaetlyn Osmond. Together, these three athletes will lend their voices to Nulo’s “We Decide” message via point of sale displays, narrative video content, social media and inspiring print and digital advertisements encouraging pet parents to educate themselves on pet nutrition and to choose the best fuel for their dogs and cats.  


"We could not be more excited or honored to have an exceptional athlete like Michael Phelps join our team and to lead our We Decide campaign alongside Ryan Kerrigan and Kaetlyn Osmond,” said Michael Landa, Nulo’s founder and CEO. “Not only is Phelps an incredible athlete, but his desire to make a difference exemplifies what this campaign represents – the passion to inspire others to live active, healthy lives – and provide pets the same opportunity.”


Phelps’s investment in Nulo Pet Food comes at a time of tremendous growth within the $10 billion-dollar premium pet food segment. Traditional players in the industry have given way to a new group of health-conscious pet food brands like Nulo, which has seen exceptional year-over-year growth with gross revenues nearly doubling every year since 2013.


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