Move over, humans. There’s a new wellness icon in town—and he’s covered in fluff!
In a bold, and fabulously overdue move, ASICS has become the first sports brand to sign a dog—yes, a real one—as an official brand ambassador. The new face of movement motivation? None other than Felix the Samoyed, a four-legged influencer with a passion for walkies, zoomies, and mental wellness.
Dogs: The Original Movement Influencers
According to new global research from ASICS, 65% of dog owners say their pup is their #1 motivation to get moving—more than family, celebrities, or even personal trainers. The impact is real: dog owners are 31% more likely to meet physical activity goals and have mental well-being scores 18% higher than non-owners.
In short? Dogs move us—body and soul.
Meet Felix, ASICS’ First “Mind’s Best Friend”
Felix is more than adorable—he’s leading a movement. As ASICS’ first-ever canine ambassador, he’s inspiring people to get outside, lace up, and experience the joy of movement through a dog’s eyes (and paws).
And the best part? Your pup could be next.
Nominate Your Dog as an ASICS Ambassador
ASICS is now inviting dog lovers to nominate their own furry fitness coach to become a Mind’s Best Friend Ambassador. If selected, your pup will receive:
- A custom ASICS ambassador kit 🐾
- Branded gear and accessories
- ASICS sneakers (for the human, of course!)
- A spotlight as a global doggy influencer
Submit your superstar at asics.com/mindsbestfriend.
Share the Joy, Raise Awareness
From now until July 12, 2025, every public post shared with #MindsBestFriend raises $5 for mental health charities like Mind (UK), Mind Us (NL), and NAMI (US). Whether it’s a post-run selfie or a tail-wagging reel, your content helps promote both movement and mental wellness.
If you ask us, this isn’t just a brand partnership—it’s a cultural shift. ASICS is honoring what we’ve always known: dogs are not just part of our lifestyle—they are the lifestyle. From sidewalk struts to park sprints, our pups are the heartbeat of our movement, our joy, and our well-being.