- Mars and Strava have partnered to encourage pet owners to stay active with their pets through new activity tracking features and community challenges.
- Strava is introducing a “Pet Tag” feature allowing users to log activities completed with their pets.
- The collaboration launches first in the United States and is tied to Mars’ IAMS pet nutrition brand.
- Insights generated from the partnership may help advocate for more pet‑friendly urban environments.
- The initiative supports Mars’ Better Cities for Pets program, which aims to expand access to pet‑friendly green spaces globally by 2030.
Mars has announced a partnership between its IAMS pet nutrition brand and the activity tracking platform Strava aimed at motivating pet owners to be more active alongside their pets.
The collaboration launches in the United States and introduces a new “Pet Tag” feature within the Strava platform, allowing users to log walks, runs, hikes, and other outdoor activities completed with their pets.
According to Strava data, 76% of users with pets say their animals motivate them to exercise, yet only 40% of urban pet owners believe their neighborhoods are truly pet‑friendly. The companies say the initiative is designed to help close that gap by encouraging pet‑inclusive activity and building a community around shared outdoor experiences.
Activity challenges and pet tracking
Throughout the year, IAMS plans to launch a series of activity challenges on the Strava platform that incorporate the Pet Tag feature. Participants can join challenges through the Challenge Gallery within the Strava app or on Strava.com.
To qualify for the challenges, users must tag their activities “with pet” when recording their workouts. The initiative aligns with the IAMS brand’s focus on nutrition designed to support active lifestyles for dogs.
Edwin Padilla, global brand vice president for IAMS, said the collaboration aims to inspire more outdoor activity between pets and their owners while supporting those experiences with pet nutrition.
Supporting pet‑friendly cities
Mars says the data generated through the partnership could provide insights into how people and pets move through cities, helping inform advocacy efforts for more pet‑friendly urban design.
The partnership also supports the company’s Better Cities for Pets program, which promotes more pet‑friendly communities through increased green space and improved access for people living and working with pets.
Through the initiative and partnerships such as its collaboration with C40 Cities, Mars aims to increase access to pet‑friendly green spaces for 10 million people and pets worldwide by 2030. Initial focus cities include London, São Paulo, Los Angeles, Bengaluru, and Bangkok.
Ikdeep Singh, global president of Mars Pet Nutrition, said the effort reflects the strong bond between pets and their owners and aims to create new opportunities for people to stay active with their animals.
Information sourced from the company’s press release.
