ASICS launches Mind’s Best Friend campaign with dog influencer Felix, spotlighting dogs as top motivators for physical activity and mental health.
Dubai: ASICS has shaken up the fitness world by signing viral sensation Felix the Samoyed as its newest global ambassador. As part of the Mind’s Best Friend campaign, the move celebrates dogs as powerful motivators for physical and mental wellbeing.
Global ASICS research reveals 65% of dog owners see their pets as their top movement motivators—outranking celebrities, trainers, and even family. Backed by expert analysis from Professor Brendon Stubbs of King’s College London, the data shows dog owners are 31% more likely to meet activity guidelines and report an 18% higher State of Mind score compared to non-owners.
Felix, now ASICS’ first non-human ambassador, will help inspire millions to embrace movement through walking, running, and playing outdoors. The campaign champions ASICS’ mission to promote “A Sound Mind in a Sound Body.”
To celebrate the UAE launch, ASICS invites dog owners to nominate their furry friends as Mind’s Best Friend Ambassadors. Selected dogs will receive official ASICS pet gear, while their humans get ASICS footwear. Entries can be submitted at ASICS UAE.
Every post shared with #MindsBestFriend before 12 July 2025 will raise funds for mental health charities, reinforcing ASICS’ focus on movement as medicine.
