puppy up! is our version of man up or cowboy up neither of which can hold a candle to the undaunted spirit of the puppy. Their instinct for survival is so great that they're unaffected by self doubt or discouraged by uncertain outcomes or the opinions of others. It's that spirit that we carry throughout the walk and that of cancer patients who struggle physically and emotionally with challenges. We've tried to capture that spirit in our puppy up! brand.