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Key Takeaways:
- Asics names "Felix" the dog as brand ambassador to highlight how pets motivate physical activity and boost mental health.
- Developed with creative agency Golin London, the campaign flips the typical athlete endorsement on its head, making it more .
- Dog owners are invited to nominate their pets for Asics’ new “Mind’s Best Friend” ambassador program.
Asics just signed its newest ambassador — and he’s a four-legged internet star named Felix.
The move is part of the brand’s latest global campaign, which champions dogs as unsung heroes of daily movement and mental wellbeing.
Backed by fresh research, the campaign points out that nearly 70% of dog owners in the U.K. say their pet is their top motivation to get moving.
They outrank friends, celebrities, and even personal trainers.
Felix the Samoyed, known for his fluffy coat and feel-good content, now serves as the furry face of Asics’ push to reframe how we think about exercise.
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The campaign was developed by creative agency Golin London, taking a different path from typical sports marketing with a one-of-a-kind influencer.
"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," Golin London Chief Creative Officer Alex Wood said.
"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.”
The campaign shows that brand relevance can grow through real, everyday connections. You don't need elite athletes to make a meaningful impact.
Dogs Take the Lead
Asics' latest effort invites dog owners to nominate their own pets for a chance to be an official “Mind’s Best Friend” ambassador.
Selected dogs will be featured on ASICS’ social channels, receive an ambassador kit, and help showcase how movement can boost your state of mind.
Professor Brendon Stubbs of King’s College London, who analyzed the data, found that dog owners’ mental wellbeing scores are 20% higher than non-owners.
Stubbs' research also showed that 85% of owners feel happier after moving with their furry friends.
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Plus, dog owners are 35% more likely to meet physical activity guidelines.
The campaign also includes a charitable component.
For every social media post shared with the hashtag #MindsBestFriend before July 12, ASICS will donate funds to mental health charities.
Meanwhile, Teesside Mind will host “Bark in the Park” on May 17 in Middlesbrough, one of several local walking events planned across the U.K.
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For this campaign, Asics capitalizes on the growing public conversation around mental health and the small, everyday habits (like walking the dog) that support it.
It’s a reminder that digital marketing strategies don’t always need celebrity firepower to resonate.
Sometimes, the best hook can be your own furry friend combined with a worthy advocacy.
In other news, Hotels.com introduced its new "bellboy" mascot in a global brand push.
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