Dog dudes, surfs up with Petco’s partnership

A unique sponsorship and promotional effort that only a retailer based in Southern California would think of is set to begin August 1.

Petco is the title sponsor of the Unleashed by Petco SurfDog Competition to be held in Imperial Beach just south of San Diego on August 1. It is the 10th time the event has been held and the second year San Diego-based Petco has served as lead sponsor to promote its relatively new 100 store Unleashed by Petco concept which focuses on natural and organic products.

"As a staple San Diego event, we're excited to continue the local Surf Dog tradition and foster the powerful bond between pets and pet parents," said Evan Harding, director of marketing for Unleashed by Petco. "We welcome all pet lovers down to Imperial Beach for a day full of doggie paddles and fun in the sun."

All proceeds from the event which runs from 9 a.m. until 2 p.m. will go to the San Diego Humane Society and SPCA. Those organizations will host pet adoptions on site. Other activities that day include an agility course and off-leash play area provided by Outward Hound and a Dog Food Garden featuring samples and coupons from Blue Buffalo, Live Free, My Perfect Pet, Natural Balance, Natures Variety, Solid Gold, Spot Farms and Whimzees.

Dog surfing is a pretty specialized activity, so the event doesn’t attract a huge field and the more than 50 dogs expected to participate are grouped into four size classifications. The is also a tandem competition.

For humans attending the event, the Coronado Brewing Company will host a beer garden featuring their new "Surf Dog Pale Ale." Animal care experts will also be on hand to ensure all dog participants are kept safe, according to Petco. Professional surfer and pet parent Taylor Knox will be on hand to judge the competition alongside a panel of professional surf competition judges.