Nulo appoints first UK ambassador

Pet nutrition company Nulo has appointed skeleton racing world champion Matt Weston as its first British brand ambassador, as it expands its “Fuel Incredible” campaign into the UK.

The partnership will see Weston and his dog, Logan, front the campaign, which focuses on the relationship between athletes and their pets and the role of shared routines, health and nutrition. Nulo said the appointment marked the first time it had named a UK-based ambassador.

Weston is one of Britain’s leading winter sports athletes. In 2023, he became the first British man in almost a decade to win the world skeleton title, before going on to secure the overall men’s World Cup crown during the 2023–24 season, the first British athlete to do so in 16 years.

The athlete is currently preparing for the Winter Olympics in Milan-Cortina in 2026. Nulo said his focus on performance and consistency aligned with the brand’s positioning around nutrition and active lifestyles.

Weston joins a wider roster of international athletes associated with Nulo, including gymnast Simone Biles and swimmers Caeleb Dressel and Gabby Thomas.

Weston said: “Logan is my teammate, one of the few beings in my corner who loves me unconditionally, and that support means everything. He’s been with me from the very start of my skeleton career all the way to becoming world champion, and he’s played a huge role along the way.”

“Nutrition is critical for an athlete – you wouldn’t fuel a race car with anything less than the best – and it’s the same for Logan and me. I give him Nulo because I want him to feel his best, perform at his best, and live the healthiest, longest life possible.”

Nulo said the campaign aimed to highlight the importance of science-backed pet nutrition and encourage pet owners to consider diet as part of an active lifestyle. The company said it hoped the partnership would help raise its profile in the UK market.