FOUR LEGS, ONE MISSION: ASICS SIGNS A DOG TO INSPIRE THE WORLD TO MOVE FOR BODY AND MIND

ASICS becomes the first sports brand to sign a dog to its ambassador roster, recognising dogs as the original exercise influencers who motivate millions to move for body and mind.

• ASICS has signed influencer dog “Felix” as an official brand ambassador to inspire more people to move for body and mind.
• Dog owners can also nominate their own dogs for the chance to become an official ASICS Ambassador.
• The global TTL integrated campaign created by Golin runs across digital, paid social, earned and influencers, film directed by Peter Franklyn Banks and produced by KODE, media by Publicis.
• Dogs are the ultimate movement motivators, with 69% of British owners saying their dog is their primary motivator to get out and move, more than family, celebrities and personal trainers.
• Campaign inspired by Professor Brendon Stubbs of King’s College London State of Mind ² study, that shows British dog owners are 35% more likely to meet recommended physical activity guidelines and have State of Mind scores that are 20% higher compared to non-dog owners.

ASICS has today announced a new and unexpected ambassador signing. It’s not an athlete, a celebrity, or even a human. It’s a dog called Felix. Why? Because research¹ shows that dogs are the ultimate movement motivators, getting millions to move for body and mind.

The campaign follows new global research highlighting the significant role dogs play in motivating us to move and the positive impact this has on our mental wellbeing. In the UK, 69% of dog owners say their dog is their primary movement motivator, more than family, celebrities and personal trainers. With 84% feeling happier after moving with their dog.

That’s why ASICS is recognising the role of dogs, including one of the internet’s favourite dogs “Felix the Samoyed,” as the original exercise influencers. Felix has been signed as an ASICS Ambassador and will act as the brand’s key ‘spokesperson’ to champion his love of walks, runs, and even zoomies.

Professor Brendon Stubbs of King’s College London analysed State of Mind² scores, an index measuring overall mental wellbeing, and found that dog owners’ scores are on average 20% higher than non-dog owners (61/100 vs. 50/100), with 4 in 5 (81%) of owners saying moving with their dog improves their mental wellbeing. The study also found that dog owners are 35% more likely to meet physical activity guidelines, averaging 240 minutes of exercise per week. 

Professor Brendon Stubbs, a leading researcher in exercise and mental health from King’s College London, said: “The research shows dog owners are far more likely to meet recommended physical activity guidelines and have a much higher mood. In fact, 85% of dog owners feel a boost in their mood after moving with their dog.” 

To honour the extraordinary role that dogs play in motivating us to move for mental wellbeing, ASICS is calling on Brits to nominate their own dogs for the chance to become official ASICS Mind’s Best Friend Ambassadors.

Selected ambassadors will become ASICS’ very own doggy influencers, sharing content with the world that showcases the power of a simple walk or run to uplift our mood. Selected dogs will receive their own ambassador kit and be featured as a Mind’s Best Friend Ambassador on ASICS’ official social media channels. To nominate your dog, fill out the application at  www.asics.com/mindsbestfriend. 

ASICS is also encouraging the world to share how their dog motivates them to move their minds to help raise funds for mental health charities. Every post shared³ with #MindsBestFriend before 12 July 2025 will raise funds for mental health charities. Local Minds will be hosting local walk events, including Teesside Mind’s Bark in the Park in Middlesbrough on Saturday 17th May. For more info visit www.teessidemind.org.uk/events/bark-in-the-park-2025

Gary Raucher, Global Head of Marketing at ASICS, said: “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 ASICS Mind’s Best Friend and share dogs’ infectious love for movement with the world to motivate us all to get out and move for our minds.” 

Alex Wood, Chief Creative Officer, Golin London, said: “While other sports brands celebrate familiar elite athletes and suggest exercise should be serious, we wanted to tell an unexpected story about movement – focusing on feeling, fun and the everyday. We loved the insight that dogs are the world’s unsung exercise influencers, regularly taking millions of humans for a walk – so ASICS signing one felt fitting. The talent interviews have been a nightmare though.”

For more info visit asics.com/mindsbestfriend

Source: Golin London

  Advertising, ASICS, Campaign, Golin, GOLIN London, King’s College London, Marketing