Paw-ty Pics from Events That Were Designed for Dogs and Their Owners

In October 2021, Petco opened Reddy SoHo, the first concept flagship for Reddy, the company’s premium brand for dogs that targets millennial, urban pet parents. Located at 125 Prince St. in New York City, Reddy SoHo features curated merchandise and pet-centric experiences. To promote the opening, Droga5 lined a mile-long stretch of pavement with duck, quail, and pheasant-scented paw print decals to lead pups to the store. The trail led from Washington Square Park to the storefront.

The look of the space was inspired by industrial design and took advantage of the brand’s color palette, patterns, and textures. Reddy offerings included apparel, collars, leashes, harnesses, beds, bowls, feeders, and travel accessories.

The store boasted a lounge area with free Wi-Fi and an adventure concierge to help owners plan activities with their pets, plus a fitting station as well as custom services like personalized pet tags and on-site product monogramming. Amenities for pets included sanitary water stations, a "treatery," and whipped cream cups for pups, not to mention an area to purchase dog food.

Dogs and their owners could pose for photos (and were encouraged to post the pic to social media using the event's hashtag, #ReddyPets). There was also a polaroid wall where photos taken with the polaroid camera could be displayed.

In June, Kimberly-Clark’s Huggies brand teamed up with celebrity dog trainer and founder of All Things Pups dog training Kaelin Munkelwitz to develop a training hub to help fur babies prepare for the arrival of a human baby. Droga5 and the Bait Shoppe produced the pop-up activation in Madison Square Park in New York City.

The training center featured interactive and sensory experiences that exposed pups to the sights, sounds, and gadgets that accompany a newborn baby's arrival. Dogs were greeted by a canine behaviorist, who walked them through each activity.

Inside, pups were exposed to meditative music and slowly introduced to baby noises—ranging from coos to cahs and cries. They also watched screenings of babies, with footage that was colored for their eyesight, and had the chance to sniff out common baby items like a stroller, baby bottles, and rattles.

In August at Linda Mar Beach in Pacifica, Calif., near San Francisco, the world's top dog surfers (yes, that’s a thing) as well as amateurs rode the waves during the World Championships for Dog Surfing, which is organized each year by media company TasteTV.

In addition to surfing, the event also included a doggie costume contest, pet adoptions, and a wellness station where dogs could get a checkup.

The competition included a tandem human/dog surfing heat.

Attendees and participants were also encouraged to fundraise for local charities, and a portion of the proceeds went to dog, surfing, and environmental nonprofits.

In February, pet supply retailer Chewy hosted its “Some Buddy to Love” event on TikTok, featuring animal show-and-tells, puppy and kitten livestreams, and other virtual activities. The activation was an extension of the Chewy Gives Back program and its philanthropic efforts, which have included partnerships with animal welfare organizations and rescue shelters as well as donations to support animals in need.

In a nod to dating apps, animal profiles showcased eligible pets that were up for adoption. Chewy also donated a pound of food and supplies to Peggy Adams Animal Rescue League in West Palm Beach, Fla., for each view of “Some Buddy to Love.” (Peggy Adams is one of more than 7,500 nonprofit animal welfare organizations participating in the Chewy Gives Back network.)

Sustainable pet food brand Canidae celebrated the launch of its first-ever kibble refill station with its “Puppy Playdate” event at Petco in Burbank, Calif., in February. The eco-friendly, self-serve pet food system aims to reduce pets’ carbon “pawprint” and eliminate the need for single-use plastics. Canidae also donated $20,000 to Los Angeles-based Deity Animal Rescue + Foundation.

In April, gourmet hotdog purveyor Daddy’s Dogs hosted its annual Daddy’s Dogs Pop-Up Dog Park in Nashville’s Sylvan Park. Dog owners were invited to stop by to socialize and enjoy some food from local vendors.

In March, Australia-based dog food brand Scratch produced a doggy park in Edinburgh Gardens in Melbourne. The experiential park featured two zones—one for smaller pooches and one for larger dogs—with each containing elements such as tunnels, ball pits, ramps, a bath, and more.

The pop-up park also hosted events like a fashion show, a singles meetup for pet parents, and a rescue night with a local shelter.