Influencer carries shelter dogs around New York subway to find them new homes
Bryan Reisberg's adventure days out with rescue pups are garnering attention and helping the dogs get adopted.
Bryan Reisberg with rescue dog Bertha on the NYC. subway. Credit: Bryan Reisberg
New York influencer Bryan Reisberg, creator of the dog backpack brand Little Chonk, has launched a heart-driven project to help shelter dogs find forever homes.
Each week, Reisberg picks up an adoptable dog from his partner organization, Best Friends Animal Society, and takes them on a city adventure in a backpack labeled “Adopt Me.”
By introducing the pooches to his fellow commuters and documenting the days out on his million-strong social media channel, Reisberg is helping the dogs find their forever families.
The power of going viral is undeniable in Reisberg's videos, which follow him as he picks up the dogs from the shelter, gets them comfortable in the backpack (with an Adopt Me label on it), and explores New York City through the subway lines but also stopping at popular attractions, shopping for toys and enjoying pup cups at local cafes.
"That collaboration has literally helped us save these dogs' lives," said Darryl Moore, senior manager of lifesaving programs at Best Friends Animal Society. And Reisberg himself recognises the effect he and his videos have had. "A really direct impact. You make a video, it goes viral, and then somebody wants to adopt the dog," he said.
The first "customer" of Reisberg's invention was his and his wife's corgi Maxine, whom he first tested his backpack on, posting their days out on his Instagram account @madmax_fluffyroad.
Commuters on subway trains loved being greeted by a friendly dog and social media numbers grew, even garnering a celebrity following: Ed Sheeran was so enamoured with Maxine that he requested to meet her. This success led Reisberg to expand the project.
A friend advised him to film himself with shelter dogs, and after a meeting with Best Friends Animal Society, the project was born. "I want to just do it, cut it, get it out into the world—let's see if we can get some dogs adopted," said Reisberg.
So far, Reisberg's videos have racked up over 75 million views and nearly all dogs featured in the reels have been adopted, except one who was suffering from a difficult medical condition.
And overall, adoptions at the shelter have increased: according to CEO Julie Castle, around 100 more dogs have been adopted in 2025 than the previous year. It is likely that the spike in interest is due to the popularity of Reisberg's videos.
Users are also loving the content. "I absolutely love that you're doing this! It's such an amazing way to spread the word about shelter pets, and to get these sweet babies adopted into living furever homes," wrote one user in an Instagram comment.
In 2024 alone, 4.8 million homeless dogs and cats entered America’s shelters, according to Best Friends. And because so many shelters are overwhelmed and under-resourced, a dog or cat is euthanized every 90 seconds.
Buying from breeders or pet stores adds to the demand for more animals to be produced, while millions of healthy, loving pets are already waiting in shelters, say animal advocates. They urge animal lovers to always adopt, rather than purchase. Not only does this give an animal a second chance, it also frees up space for another dog or cat who may be at risk of euthanasia.
Looking to find your new best friend? You can save the life of a dog or cat by choosing to adopt from a shelter or rescue group instead of buying from a breeder or puppy mill. See the animals looking for their forever home here.
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