Asics writes history as the first sports brand that officially absorbs a dog in her ambassador program – and thus recognizes dogs as the original “movement influencer” that motivate millions of people worldwide to move for body and mind.
Asics welcomes a new, extraordinary member of his brand family: Felix, a fluffy Samojede from Berlin, is the first official dog brand ambassador. Asics thus focuses on the role of dogs as natural motivators for movement and well -being.
Felix becomes part of the global campaign “Mind’s Best Friend”with which ASICS calls up to rethink movement for body and mind through the connection between humans and dogs. The background is an international study that shows that dogs motivate their owners more to regularly move than friends, family or influencers. According to the survey, 65 % of dog owners say that their dog is their main reason to be regularly active. 79 % feel less stressed after movement with your dog, 83 % are happier.
For this reason, Asics now celebrates dogs like Felix, one of the most popular dogs online, as real movement models. As an official brand ambassador, Felix shares his enthusiasm for walks, runs – and spontaneous zoomies (the typical dog upprints) – and should inspire people worldwide to move more for their mental health.
Professor Brendon Stubbs from King’s College London has the so -called State of Mind-Wes² analyzes – an index for measuring the general mental well -being – and found that dog owners have an average of 18 % higher values than people without a dog (61/100 compared to 51/100). Four out of five (81 %) dog owners state that movement with their dog improves their mental well -being. The study also shows that dog owners fulfill 31 % of the recommended guidelines for physical activity and are on the move an average of 210 minutes per week.
Stubbs explains: “The current results of ASICS show how strong dogs influence our physical activity and well -being. Dog owners are not only moving more, but also report a better mood – 84 % experience a clear mood boost after moving with their dog.”
In order to highlight the extraordinary role, playing dogs, motivating us to do more movement and better mental well -being, Asics invites you to nominate your own dog for the opportunity ASICS Mind’s Best Friend Ambassador to become. The selected animal ambassadors become real ASICS influencers on four paws and parts of inspiring content with the world, which show how positive a simple walk or run can affect our mood.
Every ambassador selected by ASICS receives an official Mind’s Best Friend Ambassador Kitconsisting of branded dog accessories and ASICS shoes for people at his side. Nomination is possible under the following link: www.asics.com/mindsbestfriend
Asics calls for the world to show how dogs can contribute to more movement – for a better mental well -being – and thus collect donations for mental health initiatives.
Each social media contribution that is shared with the hashtag #Minds best-frequency by July 12, 2025 contributes to the support of charity organizations in the field of mental health.
Gary Raucher, Global Head of Marketing at ASICS, explains: “Nobody motivates us to move up for body and mind than our four -legged friends. Every day around the world, dogs make us tire the running shoes, go out and move. Our mission at Asics is to let the positive strength of the movement feel. Therefore, we also bear the name of Asics – an acronym for the Latin sentence Sana in Corpore Sano, ‘a healthy spirit in a healthy body’.
More information at: asics.com/mindsbestfriend
Notes for editorial offices
1 The Mind’s Best Friend study was carried out in February 2025 and examined the influence of dogs on motivation to move. 28,000 people were interviewed in 14 countries, including Australia, Great Britain, the USA, the Netherlands, France, Germany, Italy, South Africa, Spain, Sweden, Australia, China, Japan and Brazil. In each country, 1,000 dog owners and 1,000 non-dog owners were interviewed. The sample was nationally representative according to age and gender.
2 The ASICS State of Mind Score is calculated on a scale from 0 to 100 and results from the average value of ten cognitive and emotional features: positive, satisfied, relaxed, focused, balanced, resilient, self -confident, attentive, calm and energetic.
3 Every public contribution with the hashtag #Mindsbestfriend, which is shared on Tiktok, Facebook, Instagram, LinkedIn or X (formerly Twitter) by July 12, 2025, brings 5 £/5 $ 5 for non -profit organizations in the field of mental health – including Mind (UK), Mind Us (Netherlands) and Nami (USA). Only public accounts can be recorded for the fundraiser.
About Asics
Asics has its headquarters in Kobe, Japan, and is a leading designer, manufacturer and retailer of performance sports shoes, clothing and accessories. The name of the company founded in 1949 by Kihachiro Onitsuka is an acronym for Anima Sana in Corpore Sano (“A healthy spirit in a healthy body”). This principle continues to inspire all activities of the entire organization. Asics has regional branches in Japan, America, Europe and Oceania as well as in South, East and Southeast Asia and sells its products in over 150 countries and regions worldwide. The company also operates the Onitsuka Tiger brand.
More information on www.asics.com.