Singapore, 2 June 2025: In a heartwarming and innovative move, ASICS has announced that it has signed its first-ever non-human ambassador — a dog named Felix the Samoyed.
The brand, renowned for promoting mental and physical wellness through movement, is spotlighting dogs as the ultimate motivators for healthier living.
Research conducted by ASICS in collaboration with King’s College London reveals that 65% of dog owners cite their dogs as their primary motivation to get out and move, ranking above family, celebrities or personal trainers.
Not only that, dog owners are 31% more likely to meet physical activity guidelines and have State of Mind scores 18% higher than those without a canine companion.
“Felix the Samoyed”, already a beloved internet figure, will now serve as the official face (and paws) of ASICS’ new initiative, Mind’s Best Friend. His role? Inspiring people to move more by championing the joy of walking, running, and yes — even zoomies.
“We’re thrilled to welcome Felix as our first canine ambassador,” said Gary Raucher, ASICS Global Head of Marketing. “No one motivates us to move for body and mind more than our four-legged friends. This campaign honours their everyday impact and encourages everyone to experience the mental uplift that even a short walk can bring.”
Professor Brendon Stubbs, a leading expert in mental health and exercise from King’s College London, analysed the data and confirmed the findings: “Dog owners not only exercise more, but also report significantly better moods and less stress. In fact, 84% feel a boost in their mental wellbeing after moving with their dog.”
To celebrate this powerful bond, ASICS is inviting the public to nominate their own pets as official ASICS Mind’s Best Friend Ambassadors. Selected dogs will receive a branded ambassador kit (including accessories and ASICS shoes for their human), and will be featured on the brand’s social media platforms. Submissions can be made at www.asics.com/mindsbestfriend.
In addition, for every social media post tagged with #MindsBestFriend before 12 July 2025, ASICS will donate to mental health charities, further underlining its commitment to mental wellness.
Founded in 1949, ASICS remains true to its Latin roots — Anima Sana in Corpore Sano, or “A Sound Mind in a Sound Body” — and continues to find joyful, meaningful ways to bring movement into everyday life. With the help of their newest furry ambassador, that mission just got a lot more pawsitive.
To nominate your dog or learn more, visit www.asics.com.
