Brooklyn‑based foster advocate Isabel Klee, known to her nearly 2 million TikTok and Instagram followers as @simonsits, is set to appear on Animal Planet’s Puppy Bowl this Sunday alongside her senior foster dog Moonie, just weeks before her memoir “Dogs, Boys and Other Things I’ve Cried About” launches on April 28.
What happened
Klee’s rescue work with Muddy Paws Rescue gained national attention when her former foster Tiki, once described by her as “an extremely fearful, shut‑down” dog facing behavioral euthanasia, transformed into an adopted family pet. The story earned a feature on NBC News and a No. 3 spot in WeRateDogs’ 2025 Dog of the Year ranking, prompting founder Matt Nelson to call Klee “a legend in the foster space.”
In May, Muddy Paws released “Be Brave Like Tiki” T‑shirts that sold out instantly, raising more than $100,000 for the organization. Klee’s growing platform also attracted celebrity followers; Kristin Davis adopted her foster Chewy after a direct message, even as Rachel Zegler, Kylie Kelce and Alyssa Milano have publicly engaged with her content.
At the Puppy Bowl, Klee will be featured in a pre‑taped “Pup Close and Personal” segment and will join Moonie on the field during a new senior‑dog halftime showcase. She documented the day on Instagram and later sat for a sit‑down interview about her fostering journey, her love for senior dogs, and the broader rescue community.
At 32, Klee has transitioned to a full‑time content creator and is preparing a seven‑city book tour for her memoir, which chronicles her life fostering 33 dogs, including medically complex rescues like her own epileptic dog Simon.
Why it matters
Klee’s viral storytelling turns individual rescue narratives into fundraising powerhouses, as demonstrated by the T‑shirt campaign’s rapid success. By spotlighting senior and medically fragile dogs, she challenges the perception that only “cute” puppies attract adopters, encouraging donations to open‑intake municipal shelters often mislabeled “kill shelters.”
Her media appearances—from NBC News to the Puppy Bowl—amplify the conversation around shelter intake policies, breed‑specific health concerns, and the ethical complexities of puppy mills, reaching audiences that traditional animal‑welfare groups struggle to engage.
What may happen next
Should Klee’s Puppy Bowl feature spark further mainstream coverage, it could lead to additional brand collaborations and increase traffic to Muddy Paws’ donation channels, potentially expanding foster capacity. Analysts expect her upcoming book tour to further cement her role as a bridge between the rescue community and a broader audience, which may encourage other creators to adopt similar advocacy models.
In the longer term, heightened awareness of the “kill shelter” versus “no‑kill shelter” debate could influence public policy discussions in New York City and beyond, possibly prompting municipalities to allocate more resources to open‑intake facilities.
Frequently Asked Questions
How many foster dogs has Isabel Klee cared for?
Klee has fostered 33 dogs to date.
What was the outcome of the “Be Brave Like Tiki” T‑shirt campaign?
The T‑shirts sold out immediately and raised more than $100,000 for Muddy Paws Rescue.
When is Isabel Klee’s memoir scheduled for release?
The memoir “Dogs, Boys, and Other Things I’ve Cried About” will be released on April 28 by HarperCollins.
What aspect of animal rescue do you think needs the most public attention today?
