Asics turns dogs into brand ambassadors

Movement reimagined: Asics welcomes the fluffy Samoyed Felix from Berlin, the first official canine brand ambassador in the company's history.

The popular four-legged friend will be part of the global "Mind's Best Friend" initiative, with which Asics focuses on the motivating role of dogs for mental and physical health.

Felix from Berlin: A role model for movement on four paws

Felix (@wanderlust_samoyed) is one of the most popular dogs on the internet and inspires people on social media with his daily walks, runs and spontaneous zoomies – the typical dog sprints full of joy for life.

As a brand ambassador for Asics, Felix wants to inspire people around the world to exercise more with their dog and improve their own well-being in the process.

Exercise with your dog: Scientifically proven well-being booster

background of Campaign is an international study that proves: Dogs motivate their owners to exercise more than friends, family or Influencers.

The results at a glance:

◉ 65% of dog owners say that their dog is the main reason for regular activity.
◉ 79% feel less stressed after exercising with their dog.
◉ 83% report an increased sense of happiness.

Owners exercise an average of 210 minutes per week – significantly more than people without dogs.

The “State of Mind Index” developed by Professor Brendon Stubbs (King's College London) shows that dog owners achieve an average of 18% higher mental well-being scores (61/100) compared to people without dogs (51/100).

They are also 31% more likely to meet the recommended guidelines for physical activity.

Asics is looking for more animal movement role models

With the "Mind's Best Friend" campaign, Asics is going one step further: dog owners worldwide can now nominate their own four-legged friend to become an official ambassador.

The aim is to share inspiring stories about the positive power of movement – ​​with dogs as ambassadors for mental health.

The selected dog influencers will receive an exclusive ambassador kit, consisting of Asics dog accessories and matching shoes for the human at their side.

For more information on this topic, please visit asics.com/mindsbestfriend.

Sierks Media / © Photos: ASICS