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What Electric Husky Rigs Can Teach Every Pet Brand About Differentiation

What Electric Husky Rigs Can Teach Every Pet Brand About Differentiation

It looks like eccentric dog gear, but it’s actually a masterclass in owning a niche and creating loyalty

Collin Armstrong
September 17, 2025

Issue #243

September 17, 2025

Quick Hits:

🆒 This giant sleeping dachshund is the coolest retail installation we’ve seen this year

📈 Pet costs up 2.5% vs year ago, slowing momentum in August

🛞 Industrial rubber plant reinvents itself with pet toys

🤩 This rare concoction of pitbull and basset hound has gone viral for his looks and being rescued at the 11th hour

😭 Utah reports a 480% increase in owner-surrendered pets so far this year

❌ Petco is set to close down 25 locations this year

Meet Bill "WooFDriver" Helman, a lifelong Husky enthusiast who's built an unlikely following by doing something most marketers would consider absurd - creating custom pedal-powered vehicles for the ultimate dog enrichment experience and documenting his adventures through his Ray-Ban Meta glasses.

Bill Helman and his Huskies on his custom built recumbent bike

His fleet includes off-road "dog sleds" on wheels, a modified Ford Excursion transformed into a six-door dog limousine with specialized canine seating, and attachable seats for senior or injured Huskies who tire mid-journey. Even more recently he completely decked out a Mercedes Sprinter van to house, charge, and haul his inventions, pups, and passengers.

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