ASICS has become the first sports brand to appoint a dog, Felix the Samoyed, as an official brand ambassador, taking cue from new global research that highlights the significant influence dogs have on physical activity and mental wellbeing.
The research, which surveyed over 30,000 individuals worldwide, including 28,000 across 14 markets, found that 65% of dog owners globally consider their dogs as their primary motivators for movement. Furthermore, dog owners are 31% more likely to meet recommended physical activity guidelines and have state of mind scores 18% higher than those without dogs.
Professor Brendon Stubbs from King’s College London, who analysed the data, stated, “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.”
ASICS is extending this initiative by inviting dog owners to nominate their pets to become official ASICS Mind’s Best Friend Ambassadors. Selected dogs will receive an ASICS Mind’s Best Friend Ambassador kit, which includes branded gear and accessories, as well as ASICS shoes for their human companions.
Managing Director at ASICS Oceania, Mark Brunton, 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. In Australia, we’re looking forward to supporting Black Dog Institute with this campaign and can’t wait to see if any Australian dogs become one of the chosen ambassadors.”
The campaign encourages Australians to share stories of how their dogs inspire them to move, using the hashtag #MindsBestFriend. For every public post, ASICS will donate $5 to the Black Dog Institute, with a maximum donation cap of $5,000.
The research, conducted in February 2025, included markets such as Australia, the UK, and the US, among others.
