Bryan Reisberg, a New Yorker, noticed his Corgi Maxine brought joy to subway riders when she rode in his backpack.
He began posting short videos of these moments online, which went viral and made Maxine an internet celebrity.
Inspired by the response, Reisberg launched Little Chonk, a dog backpack company, and partnered with Best Friends Animal Society to promote shelter dog adoptions.
Each week, he carries a different shelter dog in a backpack labeled “Adopt Me” and films videos showcasing their personalities.
Impact so far:
o 11 shelter dogs featured; all but one (due to medical challenges) have been adopted.
o Videos have reached 75+ million views.
o The shelter reports ~100 more adoptions compared to the same time last year.
o Staff morale has also been boosted by the campaign.
✨ In short: Maxine’s subway charm sparked a viral movement that now helps shelter dogs find loving homes while lifting spirits citywide.
