ASICS Paws Into the Spotlight: Felix the Dog Named Brand Ambassador

ASICS, the renowned Japanese athletic brand, has officially appointed Felix the Samoyed as its newest (and most surprising) brand ambassador. This move comes after global research revealed the positive impact dogs have on encouraging physical activity and enhancing mental well-being.

The research, which surveyed 28,000 people across 14 markets including Japan, China, and Australia, found that 65% of dog owners identify their pet as their primary motivator for physical activity—more than family members, celebrities, or personal trainers. The study also found that 79% of dog owners feel less stressed and 83% feel happier after exercising with their dogs.

Felix will act as a ‘spokesperson, promoting the benefits of daily movement such as walks, runs, and zoomies.

Professor Brendon Stubbs of King’s College London analyzed State of Mind scores, an index measuring mental wellbeing, and found dog owners averaged 18% higher scores than non-dog owners (61/100 vs. 51/100). Additionally, 81% of dog owners said moving with their pet improves their mental wellbeing, and they are 31% more likely to meet physical activity guidelines, averaging 210 minutes of exercise per week.

“ASICS’ latest research reveals just how significantly dogs influence our physical activity levels and overall State of Mind. The research shows dog owners are far more likely to meet recommended physical activity guidelines and have a much higher mood. In fact, 84% of dog owners feel a boost in their mood after moving with their dog,” said Stubbs.

ASICS is inviting the public to nominate their own pets to become official ASICS Mind’s Best Friend Ambassadors. Selected dogs will represent the brand by sharing content that highlights the mental health benefits of walking or running. Chosen ambassadors will receive a branded kit including ASICS gear for their owners.

“No one motivates us to move for body and mind more than our canine friends,” said Raucher, Global Head of Marketing at ASICS.

“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 Ambassador and share dogs’ infectious love for movement with the world.

To nominate a dog, individuals can visit www.asics.com/mindsbestfriend. In addition, posts shared with the hashtag #MindsBestFriend before July 12, 2025, will help raise funds for mental health charities.