(PRESS RELEASE) AUSTIN, TX — In the Olympic Village, a long-standing tradition unfolds between competitors: the trading of collectible pins representing countries, sports and sponsors. This year, Nulo added a heartfelt twist to that tradition—by bringing athletes’ beloved pets to the Games.
As part of its ‘Fuel Incredible’ campaign, Nulo—sponsor to seven U.S. winter athletes, eleven overall—produced a limited run of custom collector pins featuring the real-life dogs and cats who have supported these competitors through years of early mornings, grueling training blocks and global travel schedules.
The concept was simple but powerful: while pets wait anxiously at home—medal or no medal—they remain the steadfast, silent teammates who believed first and never stopped cheering.
Olympic pin trading is a storied ritual among athletes, media and sponsors. Nulo’s execution tapped into the authenticity of that culture while adding emotional resonance. Each enamel pin was customized to capture defining features of the athlete’s pet, turning personal stories into coveted keepsakes.
Among the standouts is Stella, the dog of ice dancing couple Madison Chock and Evan Bates, immortalized with her tongue adorably hanging out—a tribute to her toothless grin.
Pippy, the dog of snowboarder Maddie Mastro, quickly became one of the most sought-after pins at the Games, with fellow athletes enthusiastically sharing their trades across social media.
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Far from standard sponsor swag, the pins became instant conversation starters inside the Village. Athletes were seen proudly displaying and trading them, often sharing the personal stories behind their pets. Social posts from Team USA competitors highlighted not just the design detail—but the emotional meaning—behind each pin.
In one viral TikTok, Mastro spotlighted Pippy’s pin, prompting a flurry of comments from fellow athletes eager to trade. Meanwhile, Chock and Bates shared their Stella and Henry pins on Instagram, with fans celebrating Stella’s signature tongue-out look.
The pet pin activation serves as a unique element of Nulo’s broader ‘Fuel Incredible’ campaign, which underscores the brand’s belief that elite performance begins at home—with nutrition, loyalty, and unconditional support. In the first week, nearly two dozen athletes made over forty posts viewed 12.3 million times.
“For these athletes, their pets are more than companions—they’re emotional anchors throughout the relentless pursuit of excellence,” said Jen Rottenberg, Head of Consumer & Brand Marketing at Nulo. “We created these pins to honor the silent teammates who are part of every early alarm, every comeback, and every victory. Bringing them into the Olympic tradition of pin trading was our way of giving the athletes a way to share their love and appreciation of their pets with their fellow competitors on the world stage.”
At its core, Nulo is committed to nourishing both body and soul. Pets aren’t simply companions—they’re teammates in life’s greatest pursuits. ‘Fuel Incredible’ honors that shared ambition, celebrating the bond between elite performance and unconditional support. Because behind every remarkable achievement is a pet whose inner athlete never stops believing.
