(CBS) — He’s a rising Instagram star, and if you’ve stopped by Chicago’s River Walk you’ve probably seen him.

It’s hard not to notice Sporty.

Like many Golden Retrievers, the nine-year-old dog likes to carry something like a toy or ball in his mouth. Years ago, he instead began toting his own tether.

Sporty’s owner, David Duncan, adopted the former agility and championship show dog. Sporty has since taken his leash and his showmanship to the sidewalk.

He’s the city’s unofficial fluffiest landmark.

“He’s a little bit of a local celebrity around here,” Duncan says.

If anyone is uncomfortable with Sporty, Duncan is quick to grab the reins.

Sporty’s human is an option trader. “I yell and scream all day,” he says.

As such, Sporty is as much a therapy dog for him as the canine is for all the strangers he greets.

“He’s everything,” Duncan says. “I don’t know what I’d do without him, I really don’t.”

He adds: “He spreads the love, he makes people happy … I just want to give him back what he’s given me.”

Sporty may not own the River Walk, but he’s got a leash on it.

“As long as he keeps asking for a leash I’m going to keep giving it to him,” Duncan says.