ASICS picks dog influencer Felix the Samoyed as ambassador

ASICS has announced a new and unexpected ambassador signing, dog influencer Felix the Samoyed.

While dogs are not running to stores to buy the latest ASICS drop, research by the sneaker brand revealed that dogs are the ultimate movement motivators, getting millions to move daily.

New global research highlights the significant role dogs play in motivating us to move and the positive impact this has on our mental wellbeing. More than half of the dog owners surveyed said their dog is their primary movement motivator, above family, celebrities and personal trainers.

“ASICS’ latest research reveals just how significantly dogs influence our physical activity levels and overall state of mind,” said Professor Brendon Stubbs, a leading researcher in exercise and mental health from King’s College London. “The research shows dog owners are far more likely to meet recommended physical activity guidelines and have a much higher mood. In fact, 84 per cent  of dog owners feel a boost in their mood after moving with their dog.”

That’s why ASICS is recognising the role of dogs, signing Felix the Samoyed, who will act as the brand’s key ‘spokesperson’ to champion his love of walks, runs, and even zoomies.

“We believe the most meaningful way to convey our message is through digital communication, where we can connect directly and authentically with our audience,” said Nikola Djordjevic, Head of Marketing at ASICS Middle East.

As global face of the initiative, Felix the Samoyed will be featured as the lead ambassador for this campaign across all markets, including the Middle East. “From a regional perspective, we aim to inspire people to share their proud moments on social media with their Mind’s Best Friend, their dogs, and encourage more movement while celebrating our four-legged companions,” Djordjevic said.

To honour the extraordinary role that dogs play in motivating movement and mental wellbeing, ASICS is inviting people to nominate their own dogs for the chance to become an official ASICS Mind’s Best Friend Ambassador. 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. Each Ambassador selected by the brand will receive an official ASICS Mind’s Best Friend Ambassador kit, including branded gear and accessories and ASICS shoes for its human.

“By spotlighting these everyday pet heroes, we want to highlight their powerful role in supporting our mental and physical wellbeing. At ASICS, we believe that everyday movement is essential to good health, and we’re committed to inspiring people across the region to move more in whatever way feels right for them,” Djordjevic said.

Additionally, ASICS is 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.

“Our mission at ASICS is to encourage as many people as possible to feel the uplifting power of movement,” said Gary Raucher, Global Head of Marketing at ASICS. “We are delighted to have signed Felix as our official Ambassador and share dogs’ infectious love for movement with the world to motivate us all to get out and move for our minds.”

To nominate your dog, fill out the application at www.asics.com/mindsbestfriend.