Here's Why Jockey and The Dodo Put on a Puppy Fashion Show in Los Angeles

Experiential marketing to help dogs in need get adopted

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It’s a mutt strut with adorable dogs on a catwalk—er, a puppy fashion show!

Last Thursday, Jockey and The Dodo partnered to host a furry, feel-good event called Adopt the Runway to unveil a new Jockey collection while also getting dogs in need adopted. The publisher, part of Group Nine Media, and the brand sent two dozen human and four-legged creatures down a runway near a bustling business district in Los Angeles.

The people wore Jockey apparel, the pups were in their birthday suits, with a few bandanas and bow ties as accessories.

The stunt, livestreamed

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