Petfood Industry - March 2018 - 51
www.PetfoodIndustry.com | 51
➥WHY MORE PET FOOD BRANDS ARE PARTNERING WITH CELEBRITIES
athlete partnerships. "It's how we think. As Nulo's CEO,
I encourage all of my employees to live our brand ethos in
their everyday lives. We do Spartan races together, run 5Ks
and even triathlon relays. I've attended Olympic trials with
some of my employees and even watched a few compete in
CrossFit. Our finance manager is a two-time Olympic gold
medalist from London. One of our investors is the most
decorated athlete of all time."
That athlete investor is Nulo's most recent partner, internationally known US swimmer and 23-time Olympic gold
medalist Michael Phelps.
"Phelps gives Nulo a greater opportunity to connect
with our target audience on a broad level," said Landa.
"True to the authenticity that is the hallmark of a strong
lifestyle brand, our partnership runs deeper than a famous
name and face for advertising. Phelps not only has been
feeding Nulo to his two French Bulldogs but is now an
investor in the company as well, demonstrating a level of
support that goes beyond a typical endorsement deal."
All segments of the pet industry have found success in
partnering with athletes and celebrities. Petplan recently
named NFL Cleveland Browns player Danny Shelton Pet
Parent of the Year for his work with shelter animals.
Photo by Greg Murray
That Phelps feeds his dog the Nulo brand is vital to
sending the right message to customers, according to Landa.
"The athletes that work with Nulo as brand evangelists
already feed Nulo and have witnessed first-hand how the
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