The brand plans to occupy a prime spot on the parade’s Festival Block, joining a lineup of sponsors that includes Fetch Pet Insurance, the ASPCA, and Veterinary Emergency Group. Visitors to the Earth Rated activation will have access to product samples, including grooming wipes and absorbent pee pads. The company’s signature odor-blocking and scented poop bags will also feature in a creative, Rorschach-themed installation designed to engage pet owners.

Brian Etcovitch, who oversees the partnership, noted that the event serves as a natural stage to connect with the city's pet-owning community. Beyond the festivities, the parade serves as a vehicle for advocacy. In observation of Adopt a Shelter Dog Month, organizers are collaborating with the ASPCA and Animal Care Centers of NYC to highlight local animals in need of homes. Those looking to participate in the march can begin the registration process on September 25 via the official event website.