Regardless of the weather, the time of the day, or how tired we might feel, when our dogs wag their tails and give us the puppy look, we know we have no choice but to dress up and go out. Whether we’re taking the dog out for just a quick stroll or encouraging them to explore the great outdoors on longer walks, we delight in watching our furry companions have so much fun. Their love for movement makes them so happy that it’s simply contagious, motivating us to keep up with their rhythm and get moving ourselves.
With this in mind and based on recent global research, sportswear brand ASICS has announced Felix the Samoyed as its new official brand ambassador. So, why go for a dog instead of an athlete, celebrity, or even a human as an ambassador? According to the brand‘s research, Felix is a great choice for the position because dogs “are the ultimate movement motivators, getting millions to move for body and mind.” And it’s not just about Felix; other doggos are invited as well to apply for the job and get their chance to become an official ASICS Mind’s Best Friend Ambassador.
ASICS’s research revealed that dogs play a significant role in boosting our physical and mental well-being. The analysis showed that 65% of dog owners said their dog represents the main source of inspiration when it comes to moving; 79% of them confessed to feeling less stressed; and lastly, 83% reported they feel happier after moving with their four-legged pal.
The insights form the foundation of the brand’s announcement of turning one of the internet’s favorite dogs into its ambassador. Some of Felix’s primary tasks will include serving as the company’s key “spokesperson,” championing his love for walks, runs, and, woofcourse, zoomies.
Professor Brendon Stubbs, a leading researcher in exercise and mental health from King’s College London, said: “ASICS’ latest research reveals just how significantly dogs influence our physical activity levels and overall State of Mind. The research shows dog owners are far more likely to meet recommended physical activity guidelines and have a much higher mood. In fact, 84% of dog owners feel a boost in their mood after moving with their dog.”
“No one motivates us to move for body and mind more than our canine friends. Every day around the world, dogs motivate us to lace up, get out, and move. Our mission at ASICS is to encourage as many people as possible to feel the uplifting power of movement. It’s why we’re called ASICS, an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘Sound Mind in a Sound Body.’ We are delighted to have signed Felix as our official Ambassador and share dogs’ infectious love for movement with the world to motivate us all to get out and move for our minds,” concluded Gary Raucher, Global Head of Marketing at ASICS.
To celebrate the amazing role dogs play in motivating us to exercise and support our mental well-being, the brand is inviting consumers to nominate their own canine companions for a chance to become an official ASICS Mind’s Best Friend Ambassador. The lucky dogs will become the brand’s adorable influencers, sharing content that highlights the positive impact a simple walk or a run has on people’s well-being.
The selected ambassadors will receive an official ASICS Mind’s Best Friend Ambassador kit. Naturally, there is something for their hoomans as well, including branded gear, accessories, and ASICS shoes.
The brand encourages followers around the world to share how their furry friends keep them motivated in moving their minds. Each post shared on TikTok, Facebook, Instagram, LinkedIn, or X with the #MindsBestFriend hashtag before 12 July 2025, will help ASICS raise £5/€5/$5 for mental health charities.
CREDITS
Brand: ASICS
