Meet the World’s First Canine Sportswear Ambassador!
In a heartwarming turn for sports marketing, ASICS has appointed a dog as its newest brand ambassador. Leading the way is a beaming Samoyed named Felix, who boasts more than 1.2 million Instagram followers. ASICS’ new initiative, Mind’s Best Friend, is making history with Felix becoming the first dog to represent a global athletic brand. And he’s not just turning heads but starting conversations around movement, mental wellness, and the joy of having a four-legged friend by your side.
Felix isn’t only cute but inspiring people with his boundless energy as he embodies ASICS’ core values: wellness, happiness, and mindfulness. His Instagram account offers more than adorable snapshots that provides daily motivation for his followers to get outside and embrace a healthier lifestyle.
ASICS dog brand ambassador
The Mind’s Best Friend campaign celebrates everyday movement made better by dogs. Instead of showcasing elite athletes, it shines a light on the emotional and physical benefits pets bring into our lives. Pet parents can nominate their dogs as wellness ambassadors by tagging posts with #MindsBestFriend before July 12, 2025.
The campaign invites dog owners to put their pups forward as official ASICS Mind’s Best Friend ambassadors. Selected dogs will be kitted out in ASICS-branded gear and play a role in promoting movement as a pathway to better mental health. Each entry also supports mental health charities like Mind (UK), Mind Us (Netherlands), and NAMI (USA).
“Nobody inspires us to move—both body and mind—quite like our dogs. Every day, around the world, they nudge us to lace up, step outside, and get active. At ASICS, we’re driven by a mission to help as many people as possible experience the uplifting power of movement,” said Gary Raucher, Global Head of Marketing at ASICS.
He continued, “That’s why we’re called ASICS—short for the Latin phrase ‘Anima Sana in Corpore Sano,’ meaning ‘a sound mind in a sound body.’ We’re thrilled to welcome Felix as our official ambassador and to share the joy and energy that dogs bring, encouraging everyone to move not just for their bodies, but for their minds too.”
Why It Works: The Data Behind the Dogs
This campaign isn’t built on gimmicks but rooted in authenticity and connection. Felix represents a shift in thinking where pets are seen not just as companions, but as wellness partners. His presence moves the conversation away from filtered perfection and toward meaningful moments that spark real change.
ASICS surveyed over 28,000 people in 14 countries, and the results are telling:
- 65% of dog owners say their pet is their biggest motivator to be active—outranking friends and even influencers.
- Dog owners are 31% more likely to meet recommended physical activity levels than those without dogs.
- They average 210+ minutes of activity per week
- 81% report improved mental well-being
Professor Brendon Stubbs from King’s College London reviewed the findings and noted that dog owners average over 210 minutes of exercise each week. Even more significantly, 81% reported improved mental health when they regularly walk or run with their pets. As he humorously put it, “Dogs are the only workout partners who never cancel leg day.”
See also: Best Dog Friendly Companies to work at
In a digital world flooded with curated influencer content, Felix brings something different: joy, sincerity, and a break from the norm. ASICS is tapping into the growing popularity of “petfluencers”—animal mascots that offer relatability and warmth. Instead of pushing products, Felix spreads positivity, helping brands connect with audiences in a more genuine way.
Since launching, the campaign has generated buzz across news outlets, wellness blogs, and dog-loving communities. It’s also led to more dog adoptions and donations to mental health causes showing the movement’s impact goes well beyond social media.
Want Your Dog to Be the Next Star?
Think your pup could inspire wellness? Post a photo or video using #MindsBestFriend or apply through the ASICS website. Selected dogs could receive branded gear and appear in upcoming campaigns.
ASICS’ partnership with Felix signals a broader shift in consumer expectations. People want connection and authenticity. Brands that lean into emotional storytelling, like this one, are gaining lasting trust and making a real difference. Felix’s role as a brand ambassador isn’t just a publicity move. It’s a powerful reminder that health and happiness can come from the simplest joys—like walking your dog. Whether it’s a stroll through the park or a moment of calm shared with your pet, our dogs lead us toward better habits. And now, thanks to ASICS, one dog is helping lead the world.