Nulo, the premium pet food brand dedicated to fueling healthier, happier lives for pets and the people who love them, today unveiled the release of a new 30-second television spot titled “Journey to Glory,” part of the second iteration of its award-winning* “Fuel Incredible” campaign.
Developed in partnership with Nulo’s in-house creative team and directed by Kelly Lipscomb of Widespread Creative, the spot highlights a roster of Team USA athletes — Madison Chock and Evan Bates, Alex Ferreira, Brenna Huckaby, Maddie Mastro, Kristen Santos-Griswold and Jordan Stolz — preparing for competition in Milan-Cortina, accompanied by their beloved pets. The creative will begin airing nationally on NBC on January 7, with additional placements across NBC and Peacock appearing throughout this year’s Winter Games.
“Fuel Incredible has always been about celebrating the emotional bond between athletes and their pets, highlighting the unconditional support and companionship pets provide through every challenge and triumph,” said Michael Landa, Nulo founder and CEO. “With ‘Journey to Glory,’ we’re proud to extend that story into this next chapter of inspiration, showing how athletes prepare to compete on the world stage with the help of invaluable mental and emotional support they receive from their four-legged family members.”
Building on the campaign’s successful launch tied to the 2024 Paris Games, “Fuel Incredible” continues Nulo’s mission to showcase the meaningful role pets play in the lives of elite athletes. The heartfelt new spot reinforces how pet companionship supports performance, resilience and wellbeing beyond the arenas of training and competition.
The new creative captures moments of daily life and preparation with U.S. athlete ambassadors and their pets, emphasizing the connection between physical performance and emotional support. The “Fuel Incredible” campaign spans broadcast, digital and social channels to reach sports fans and pet parents alike.
For more on Nulo athletes and their pets, visit nulo.com/be-inspired or follow their journeys to Milan-Cortina on Instagram.
* Winning award submissions from Nulo’s Fuel Incredible campaign include: 2025 Digiday Streaming & Video Award Best Ad “Every Dream They Hold”; 2025 Cynopsis Sports Media Awards, Marketing Campaign category; Muse Creative Awards Platinum Winner — Video-Sports, Video-Pets & Advertising-Advertising Campaign; 2024 MarCom Awards Platinum Winner in Strategic Communications, Advertising/Marketing & Video/Audio categories.
About Nulo
Nulo is on a mission to fuel the inner athlete in every pet. With a wide range of ultra-premium food formats available in more than 6,500 pet specialty retailers nationwide, Nulo ensures pets enjoy the best in digestive and immune health, skin and coat care, mobility, and weight management. Recognized as one of Forbes Magazine's "Most Innovative Brands at Retail," Nulo's offerings are rich in animal-based proteins and low in carbs, crafted to keep pets thriving alongside their human companions. Founded in 2009 and headquartered in Austin, TX, Nulo continues to inspire pet parents and athletes alike. For more information, visit www.nulo.com.
Media Contact
Taylor Strategy
nulo@taylorstrategy.com
