Amazon Prime Video to Feature Elite Canine Athletes in New Documentary Series

Streaming giant adds pet sports programming with behind-the-scenes look at competitive dog training

ST. LOUIS, MO, August 11, 2025 — Prime Video viewers will soon get an inside look at the world of competitive canine athletics when “A Different Breed” launches on the platform this Sunday, August 18. The nine-part documentary series offers viewers access to the training regimens and competitions of elite dog-and-handler teams.

The show centers around the Purina Pro Plan Incredible Dog Challenge, a longstanding competition that has showcased canine performance sports across the United States for nearly three decades. Eighteen dogs and their human partners are featured throughout the series, competing in events ranging from disc catching and agility courses to diving, surfing, and weave pole racing.

Beyond Competition: Stories of Partnership

While athletic performance takes center stage, the documentary explores deeper themes of human-animal relationships. Featured stories include rescue dogs overcoming difficult backgrounds to achieve championship status, and handlers who have restructured their entire lives around their canine partners.
“The series reveals transformative stories about the pet-human bond,” explains the show’s promotional materials, highlighting how competition becomes a vehicle for exploring the connections between species.

Multi-Location Competition Format

The Incredible Dog Challenge has provided a competitive platform for canine athletes for over 28 years, featuring disciplines including dock diving, flying disc demonstrations, agility trials, and specialized racing events. The competition operates through a three-event structure that provides the documentary’s framework, with regional competitions in Clearwater Beach, Florida, and Huntington Beach, California, before culminating in national finals at Purina Farms near St. Louis. NBC broadcasts each of these live events nationally.

According to Purina’s Chief Marketing Officer Eric Willis, the documentary represents an opportunity to “showcase the awe-inspiring feats of canine competition alongside the heartwarming stories and unbreakable bonds” that have characterized the company’s involvement with competitive dog sports.

Veterinary Perspective on Canine Athletics

Dr. RuthAnn Lobos, a senior veterinarian with Purina, emphasized the athletic achievements possible when dogs and humans work together as teams. Having observed competitors over multiple years, she noted the “passion and commitment” that defines participants in these events.
The documentary arrives as streaming platforms continue expanding their sports and lifestyle programming. Pet-focused content has gained traction across various media outlets, reflecting growing interest in animal welfare and training topics.

Streaming Details and Background

All episodes of “A Different Breed” become available exclusively on Prime Video starting August 18 for U.S. subscribers. The series represents just the latest media venture by Purina, building on the company’s history of supporting canine sports through its Pro Plan brand.

Purina, established in 1894 is part of Nestlé’s portfolio, operating as a major pet food manufacturer with facilities throughout North America. The company reports feeding approximately 46 million dogs and 68 million cats annually through its various product lines, which include Pro Plan, Purina ONE, and Friskies.

The Incredible Dog Challenge serves as both competition and marketing platform for Purina Pro Plan’s advanced nutrition products, which feature more than 140 different formulations designed for various life stages and dietary needs.

For competition schedules and additional information, visit incredibledogchallenge.com