Ororo Renews Westminster Kennel Club Partnership
The apparel brand will serve as the official partner for the 151st and 152nd annual dog shows.
Updated on Oct. 21, 2026 in Dogs
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Ororo has extended its partnership with the Westminster Kennel Club for two years, continuing as the Official Heated Apparel Partner for upcoming shows. The deal includes the creation of limited-edition co-branded gear for fans and competitors.
Why it matters
This renewal secures specialized gear for participants and attendees of the historic event, which is the second-longest continuously held sporting competition in America.
Ororo, which was founded in 2015, renewed its contract for two consecutive editions of the dog show. The partnership supports the 151st and 152nd annual events.
The players
Ororo
Founded in 2015 in Kansas City, this company specializes in heated apparel designed for outdoor use.
Westminster Kennel Club
This organization hosts the Westminster Kennel Club Dog Show, which holds the title of America's second-longest continuously held sporting event.
The details
Ororo will outfit select ambassadors and canine athletes in co-branded pieces ahead of the 2027 shows. Fans can purchase the new apparel line online or at the brand lounge located at the Javits Center.
Timeline
January 30: Canine Celebration occurs at the Javits Center.
February 1 and 2, 2027: Evening judging takes place at Madison Square Garden.
February 2027: Netflix begins streaming the dog show.
Culture Shift
The collaboration mirrors the trend of niche lifestyle brands embedding themselves into long-standing cultural institutions. This positions Ororo within the competitive landscape of performance gear by capitalizing on the visibility of major, legacy sporting events.
New York City residents attending the events at the Javits Center or Madison Square Garden will have direct access to the new co-branded apparel line. These items will be available for purchase on-site, providing attendees with specific gear options for the winter dog show season.
The takeaway
This partnership highlights the ongoing integration of consumer technology into legacy sporting events. Fans should prepare for the transition to digital streaming by checking the new broadcast schedule starting in February 2027.
Further reading
Learn more about the latest trends in the canine world at the Dogs section.
More information
Browse the full collection of products on the ororo apparel online store.
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Do you enjoy when sporting events partner with apparel brands for exclusive merchandise?
