Nulo says Milan Olympics push boosted independent pet retail
Nulo is making the case that big-event sports marketing can still move the needle for independent pet retail. Pet Age reports that the brand’s Milan Olympics investment, combined with a parallel in-store promotion, delivered 46 million TV impressions, drew more than 2,500 independent retailers into Olympic-themed displays, and helped drive an 8.1% sales gain across the top 15 pet specialty brands in the latest 52-week period. That claim fits with Nulo’s broader strategy of using elite athletes and their pets to build brand awareness, then sending shoppers back to specialty retail. (petage.com)
The backdrop is a multi-year marketing push that predates the Milan Winter Games. In February 2025, PetfoodIndustry reported that Nulo’s sales rose 2.1% to $261.8 million in the 52 weeks ending January 18, 2025, with volume up 13.4%, citing Nielsen data referenced in a company press release. Nulo’s CEO, Michael Landa, credited “Fuel Incredible” marketing investments and product innovation for helping the brand outperform in a difficult market, while retail and product marketing head Eric Emmenegger said the company was prioritizing its core dry kibble lines because they represented the biggest volume opportunity for retail partners. (petfoodindustry.com)
By late 2025, Nulo had expanded the campaign with a roster of winter athletes and their pets ahead of Milano Cortina 2026, including Madison Chock, Evan Bates, Kristen Santos-Griswold, Alex Ferreira, and Brenna Huckaby. The company also deepened its sports tie-ins through an official partnership with U.S. Figure Skating, which gave Nulo visibility at major events and positioned the brand around athlete recovery, companionship, and emotional wellness. In March 2026, Pet Age said Nulo’s Winter Olympics activation included 11 athlete endorsers and an integrated TV and retail campaign designed to build brand awareness while increasing store traffic for retail partners. (nulo.com)
What stands out in this latest claim is the emphasis on independent retail execution, not just media reach. More than 2,500 stores reportedly participated in themed displays, suggesting Nulo wasn’t treating the Olympics as a pure brand-building exercise. Industry coverage has consistently described the company’s model as one that tries to connect consumer-facing storytelling with in-store conversion, especially in pet specialty. Pet Food Processing previously pointed to Nulo’s Olympic campaign as an example of blending traditional and digital marketing for modern pet parents, while earlier reporting from PetfoodIndustry described the brand’s long-running effort to connect with consumers outside the store and drive them into specialty retail. (petfoodprocessing.net)
There doesn’t appear to be much independent expert commentary published yet on this specific Milan-retail result, but the industry framing is fairly consistent: premium pet food brands are under pressure to justify large marketing spends with measurable retail outcomes. That helps explain why Nulo and trade publications are highlighting store participation, impressions, and sales lift together. It’s also worth noting that Nulo’s public messaging around the campaign has tied athlete performance to pet nutrition and companionship, a narrative designed to resonate with health-conscious pet parents rather than compete on price alone. (petfoodindustry.com)
Why it matters: For veterinary professionals, this is a retail-channel story with clinical implications. Independent pet retailers often play an outsized role in nutrition conversations, especially around premium diets, treats, toppers, and wellness positioning. When a brand successfully drives pet parents into those stores, it can influence what questions show up in the exam room, from ingredient quality and protein claims to weight management and functional nutrition. It also reflects the continuing strength of lifestyle-based marketing in pet health, where performance, recovery, and emotional wellbeing are increasingly woven into how food brands present themselves. (usfigureskating.org)
For clinics, that means staying alert to the gap between marketing language and evidence-based nutrition guidance. Nulo’s messaging around high animal-protein, lower-carb formulations and functional health benefits may appeal to engaged pet parents, but veterinary teams are still the ones who have to translate brand claims into patient-specific recommendations. If specialty retail traffic rises, practices may see more clients arriving with stronger brand preferences and more detailed questions about diet choices. (usfigureskating.org)
What to watch: The next question is whether Nulo can sustain the lift after the Olympic moment passes. Watch for additional retailer data, repeat-purchase indicators, expanded athlete partnerships, or new specialty-retail programs tied to the Paralympics, figure skating, or other event-based campaigns. If the company can show that broad awareness converts into durable specialty-store velocity, other premium pet nutrition brands may follow with similar high-profile, retailer-linked marketing plays. (petage.com)