ASICS Just Signed A Dog As Their Newest Brand Ambassador

In a move that’s basically rewriting the rules of sports marketing, ASICS has named a fluffy Berlin-based Samoyed named Felix as their official brand ambassador. This makes ASICS the first sports brand to officially appoint a dog for the role—and the message is crystal clear: dogs are the real MVPs when it comes to motivating us to move. According to ASICS research, 65% of dog owners say their pups are the main reason they get up and get active—more than any influencer, celeb, or even their own family.

Felix is the face of ASICS’ new global campaign “Mind’s Best Friend,” which taps into the proven link between moving with your dog and feeling mentally refreshed. The data backs it up—dog owners not only move 31% more than those without pets, but they also score higher on ASICS’ State of Mind index. With 79% feeling less stressed and 83% happier post-walk, it’s clear these pups are more than just cute companions—they’re wellness coaches on four legs.

Zoomies, Sneakers, and Mental Health Goals

Felix isn’t just bringing his signature smile to the campaign—he’s on a mission to inspire a whole movement, one spontaneous sprint (aka zoomie) at a time. His new gig? Promoting walks, runs, and mental clarity through feel-good pet content. And the spotlight isn’t just on Felix. ASICS is opening the door for other dogs to join the ambassador program, complete with custom kits, branded pet gear, and shoes for their human sidekicks.

Professor Brendon Stubbs from King’s College London backs the science, pointing out that dog owners have an average State of Mind score of 61 out of 100, compared to 51 for non-owners. ASICS is encouraging people worldwide to nominate their own furry friends and share their wellness stories online. Each public post tagged with #MindsBestFriend before July 12, 2025, contributes to mental health charities. So, if your dog’s got that wellness influencer vibe, it might be time to shoot your shot.

Movement That Matters

ASICS isn’t playing around when it comes to mental health. The brand name itself—Anima Sana In Corpore Sano—translates to “a sound mind in a sound body,” and Felix is just the beginning of this playful, feel-good revolution. With every walk, every wag, and every zoomie, dogs are making mental health a little more paw-sitive.

Ready to Nominate Your Dog?

Got a four-legged fitness guru in your life? Head to asics.com/mindsbestfriend and enter them for a chance to become an official ASICS Mind’s Best Friend Ambassador. Each share helps raise funds for mental health orgs like Mind, Mind Us, and NAMI—so yes, your pup could literally be changing lives with every post.