ASICS becomes the first sports brand to sign a dog to its ambassador roster, recognising dogs as the original exercise influencers who motivate millions to move for body and mind.
- Dogs are the ultimate movement motivators, with 65% of owners saying their dog is their primary motivator to get out and move, more than family, celebrities and personal trainers.
- Dog owners are 31% more likely to meet recommended physical activity guidelines and have State of Mind scores that are 18% higher than non-dog owners.
- Recognising dogs as the original exercise Influencers, ASICS has signed influencer dog “Felix the Samoyed” as an official brand ambassador to inspire more people to move for body and mind.
- Dog owners can also nominate their own dog for the chance to become an official ASICS Ambassador.
[12 May 2025 – Hoofddorp, The Netherlands] – 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 research1 shows that dogs are the ultimate movement motivators, getting millions to move for body and mind.
New global research highlights the significant role dogs play in motivating us to move and the positive impact this has on our mental wellbeing. 65% of dog owners say their dog is their primary movement motivator, more than family, celebrities and personal trainers. 79% of dog owners say they are less stressed and 83% feel 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 Mind2 scores, an index measuring overall mental wellbeing, and found that dog owners' scores are on average 18% higher than non-dog owners (61/100 vs. 51/100), with 4 in 5 (81%) of owners saying moving with their dog improves their mental wellbeing. The study also found that dog owners are 31% more likely to meet physical activity guidelines, averaging 210 minutes of exercise per week.
Professor Brendon Stubbs, a leading researcher in exercise and mental health from King’s College London, said: “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.”
To honour the extraordinary role that dogs play in motivating us to move for our 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. To nominate your dog, fill out the application at www.asics.com/mindsbestfriend.
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 shared3 with #MindsBestFriend before 12 July 2025 will raise funds for mental health charities.
Gary Raucher, Global Head of Marketing at ASICS, said: “No one motivates us to move for body and mind more than our canine friends. 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 motivate us all to get out and move for our minds.”
For more info visit asics.com/mindsbestfriend.
NOTES TO EDITORS
1 The Mind’s Best Friend Research was conducted in February 2025 and explored the influence of dogs on motivation to move. 28,000 people were surveyed across 14 markets including Australia, the UK, the US, The Netherlands, France, Germany, Italy, South Africa, Spain, Sweden, Australia, China, Japan and Brazil. Each market sample was nationally representative by age and gender (1,000 dog owners and 1,000 non-dog owners in each market).
2 The ASICS State of Mind score is out of 100, calculated based on the accumulative mean scores across ten cognitive and emotional traits – positive, content, relaxed, focused, composed, resilient, confident, alert, calm, energised.
3 Every post shared with #MindsBestFriend before 12 July 2025 will raise £5/€5/$5 for mental health charities, including Mind in the UK, Mind Us in the Netherlands and NAMI in the US. Posts on TikTok, Facebook, Instagram, LinkedIn, or X will count (accounts must be public for tracking).
