ASICS signs dog as ambassador, recognizing canines as the ultimate movement motivators

In what seems to be a world's first in sports marketing, ASICS has signed Felix the Samoyed as an official brand ambassador, acknowledging the role of dogs as exercise influencers. Felix, who has 1.2 million Instagram followers, will "champion his love of walks, runs and even zoomies." The move is backed by research showing that 65% of dog owners cite their pets as their primary motivation to get moving, surpassing the influence of family members, celebrities and personal trainers.

Additionally, ASICS' survey of 28,000 people across 14 markets revealed that dog owners are 31% more likely to meet recommended physical activity guidelines. They also boast mental wellbeing metrics that are 18% higher than those of non-dog owners. Professor Brendon Stubbs of King's College London, who analyzed the research, notes that dog owners average 210 minutes of exercise weekly, with 81% reporting that moving with their canine companion improves their mental wellbeing.

Beyond Felix's appointment, ASICS is inviting dog owners to nominate their own pets for a chance to become official 'Mind's Best Friend Ambassadors.' The brand is also leveraging the campaign for social impact; each post shared with #MindsBestFriend before 12 July 2025 will raise funds for mental health organizations, including Mind in the UK, Mind Us in the Netherlands and NAMI in the US.

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ASICS is recognizing something millions already know: dogs aren't just companions — they're facilitators of healthier lives. As consumers seek holistic wellness routines, dogs are a natural fit, innately combining movement and mood support.

Mind's Best Friend also builds on the trend of brands using virtual or non-human personalities (from animals to AI-generated characters like Imma and Lil Miquela) to sidestep influencer fatigue. Felix the Samoyed offers both algorithmic appeal and a dog's unfiltered joy and authenticity.