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Retailer Unites With Local University to Sponsor Support Dog

Augustana University and Nyberg’s Ace have joined together in a fun partnership, bringing Augustana’s mascot to life as a real-life student health and wellness support dog. Once just a costumed representative of the university in a mascot suit, the school has developed the Augie Doggie into a real-life furry four-legged friend in conjunction with Nyberg’s Ace.

The new pup’s name is Ace the Augie Doggie, and he is a 1-year-old English Cream Golden Retriever. As part of his scholarly duties, Ace will engage with Augustana’s over 2,000 students.

“Ace has been a wonderful addition to our campus community and the re-introduction of a long-standing tradition on our campus—the Augie Doggie,” says Pam Miller, Augustana chief of staff and Ace’s guardian. “Ace provides students and staff with comfort and snuggles and is truly the ambassador of goodwill and friendship. He greets everyone with love and kindness and is loved by everyone in return. We are grateful to Nyberg’s Ace for sponsoring Ace and for being a great partner in his care.”

Ace will also make appearances at community and Nyberg’s Ace store events.

“I never could have imagined the marketing image that Ace has provided,” says Kevin Nyberg, CEO and owner of Nyberg’s Ace. “Not only has Ace become a close family friend, but he’s also been a fantastic marketing tool for Nyberg’s Ace.”

Nyberg’s Ace recently hosted Ace at its monthly Kid’s Club event and has also helped develop a coloring book with the help of Augustana art students, which features images of the dog. It is free for the children who attend the Kid’s Club events.

“Everybody loves Ace,” says Nyberg. “We are so thrilled to be a part of this initiative. The revival of the Augie Doggie mascot tradition after a 20-year hiatus strikes a chord with Nyberg’s Ace at its core. And with the mascot now embodied in an actual dog, the connection feels even more authentic.”

Learn about the other furry friends brightening up hardware stores around the country in Hardware Retailing’s Checkouts section.

About Lindsey Thompson

Lindsey joined the NHPA staff in 2021 as an associate editor for Hardware Retailing magazine. A native of Ohio, Lindsey earned a B.S. in journalism and minors in business and sociology from Ohio University. She loves spending time with her husband, two kids, two cats and one dog, as well as doing DIY projects around the house, going to concerts, boating and cheering on the Cleveland Indians.

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