Asics Redefines the Athlete Ambassador with ‘Felix'

ASICS has today announced a new and unexpected ambassador signing. It's not an athlete, a celebrity, or even a human. It’s a dog called Felix. Why? Because research shows that dogs are the ultimate movement motivators, getting millions to move for body and mind.

The campaign follows new global research highlighting the significant role dogs play in motivating us to move and the positive impact this has on our mental wellbeing. In the UK, 69% of dog owners say their dog is their primary movement motivator, more than family, celebrities and personal trainers. With 84% feeling happier after moving with their dog.

That’s why ASICS is recognising the role of dogs, including one of the internet’s favourite dogs 'Felix the Samoyed,' as the original exercise influencers. Felix has been signed as an ASICS Ambassador and will act as the brand’s key ‘spokesperson’ to champion his love of walks, runs, and even zoomies.

Professor Brendon Stubbs of King’s College London analysed State of Mind scores, an index measuring overall mental wellbeing, and found that dog owners' scores are on average 20% higher than non-dog owners (61/100 vs. 50/100), with 4 in 5 (81%) of owners saying moving with their dog improves their mental wellbeing. The study also found that dog owners are 35% more likely to meet physical activity guidelines, averaging 240 minutes of exercise per week.

Professor Brendon Stubbs, a leading researcher in exercise and mental health from King’s College London, said, “The research shows dog owners are far more likely to meet recommended physical activity guidelines and have a much higher mood. In fact, 85% of dog owners feel a boost in their mood after moving with their dog.”

To honour the extraordinary role that dogs play in motivating us to move for mental wellbeing, ASICS is calling on Brits to nominate their own dogs for the chance to become official ASICS Mind's Best Friend Ambassadors.

Selected ambassadors will become ASICS’ very own doggy influencers, sharing content with the world that showcases the power of a simple walk or run to uplift our mood. Selected dogs will receive their own ambassador kit and be featured as a Mind's Best Friend Ambassador on ASICS' official social media channels. To nominate your dog, fill out the application at www.asics.com/mindsbestfriend.

ASICS is also encouraging the world to share how their dog motivates them to move their minds to help raise funds for mental health charities. Every post shared with #MindsBestFriend before 12 July 2025 will raise funds for mental health charities. Local Minds will be hosting local walk events, including Teesside Mind’s Bark in the Park in Middlesbrough on Saturday 17th May. For more info visit www.teessidemind.org.uk/events/bark-in-the-park-2025

Alex Wood, chief creative officer, Golin London, said, “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. 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.”

For more info visit asics.com/mindsbestfriend