Let’s be honest — most brand ambassador announcements are pretty predictable. You’ve got your elite athletes, your Instagram influencers, maybe a Hollywood star or two if a brand is feeling spicy.
But ASICS? They just threw out the rulebook and signed a dog.
Meet Felix the Samoyed: a fluffy, globe-trotting canine with a million Instagram followers and a serious love for long walks, snowy trails, and joy-inducing zoomies. As of this month, Felix is officially ASICS’ newest ambassador and the face of their latest campaign: Mind’s Best Friend.
Yes, it’s adorable. But it’s also rooted in something much deeper.
A Dog as a Running Ambassador? There’s Real Science Behind It
ASICS didn’t pick Felix just because he’s cute (although, let’s be real, he really is). The decision was backed by a global research study the brand commissioned earlier this year — one that looked at how dogs affect our motivation to move and our overall mental health.
Across 14 countries and 28,000 people surveyed, the numbers were pretty striking:
- 65% of dog owners said their dog is their main motivator to get active, more than family members, personal trainers, or influencers.
- 79% said they felt less stressed after moving with their dog.
- 83% said they felt happier.
- Dog owners, on average, were 31% more likely to meet physical activity guidelines, clocking in around 210–240 minutes of weekly movement.
- And most notably, their overall “State of Mind” scores — a wellbeing index developed by researchers — were 18–20% higher than non-dog owners.
“These numbers really highlight how much of a difference dogs make in our daily habits,” said Professor Brendon Stubbs, a researcher in exercise and mental health at King’s College London, who analyzed the results. “They’re not just pets — they’re partners in wellbeing.”
This echoes earlier studies, too. A 2019 paper in Scientific Reports found dog owners were significantly more likely to meet recommended activity levels, largely because dogs need regular walks, and we, by default, benefit from that.
In a campaign video, Felix bounds through a misty forest trail, his fur catching the early morning light as his owner jogs behind him. It’s serene, a little silly, and kind of perfect.
“Felix is the original exercise influencer,” said ASICS’ global marketing head Gary Raucher. “No one gets us out the door like our dogs do — rain or shine.”
It’s easy to see the appeal. Unlike your gym buddy who bails last minute or your smartwatch that just buzzes with guilt, dogs are consistent. They wake up ready to go. They don’t care about your pace, your weight, or your performance metrics. They just want to move with you.
And that taps into something ASICS is leaning into hard: the feeling of movement, not just the performance of it. It’s a subtle but important shift in tone for a sportswear brand.
“While other brands are focused on elite athletes and personal records,” said Alex Wood, Chief Creative Officer at Golin (the agency behind the campaign), “we wanted to highlight fun, emotion, and the everyday joy of just getting outside.”
ASICS isn’t stopping at just one dog.
As part of the campaign, they’re encouraging dog owners around the world to nominate their own pups to become official Mind’s Best Friend ambassadors. The chosen dogs will get a branded kit (think: bandanas, leashes, and ASICS gear for their humans) and will help promote movement for mental health through social media and community events.
Even better: every post shared on social media with the hashtag #MindsBestFriend between now and July 12 helps raise money for mental health organizations. Each qualifying post triggers a $5 donation to groups like Mind (UK), NAMI (US), and Mind Us (Netherlands).
It’s a clever blend of crowd-sourced marketing and social impact, wrapped in a feel-good bow. And it just works.
Why This Matters More Than Ever
After the isolation of the pandemic years, global mental health is still in recovery mode. According to the World Health Organization, rates of anxiety and depression jumped by 25% in the first year of the pandemic alone. We know that movement can help, and we also know how hard it is to stay consistent.
Dogs, as it turns out, might be the secret sauce. They provide routine, companionship, and, as ASICS has now proved, a powerful boost to mental wellbeing.
And while some might roll their eyes at a brand putting a dog on the payroll, this campaign doesn’t feel gimmicky. It feels earnest. It feels human.
Because sometimes the best way to take care of ourselves is to leash up, step outside, and follow our dog’s lead.
To nominate your own pup or learn more, visit asics.com/mindsbestfriend.
