Why ASICS is choosing a dog as its brand ambassador

ASICS has named Felix the Samoyed, a fluffy internet favourite, as its new “Mind’s Best Friend” ambassador to promote the mental health benefits of moving with pets. In a statement, the brand described him as the original “exercise influencer” for his love of walks, runs, and zoomies.

Felix the Samoyed is a seven-year-old canine influencer known for his fluffy white coat and globe-trotting adventures. With over one million followers on Instagram, Felix has traveled to 36 countries alongside his owners.  His content features scenic landscapes, playful antics, and a touch of humor, making him a beloved figure among dog lovers and travel enthusiasts.

According to ASICS, new global research highlighted the significant role dogs play in motivating movement and the positive impact this has on mental wellbeing. 65% of dog owners said their dog is their primary movement motivator, more than family, celebrities and personal trainers. Additionally, 79% of dog owners said they are less stressed and 83% feel happier after moving with their dog.

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Research analysed by Brendon Stubbs, a professor at King’s College London, also found that dog owners’ mental wellbeing scores were on average 18% higher than those of non-owners. They were also 31% more likely to meet physical activity guidelines, clocking an average of 210 minutes of weekly exercise.

As part of the campaign, ASICS is calling on dog owners to nominate their pets as official ASICS "Mind’s Best Friend" ambassadors. Selected dogs will receive branded gear and help promote movement for mental wellbeing.

"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," said Gary Raucher, global head of marketing at ASICS.

He added, "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."

MARKETING-INTERACTIVE has reached out for more information. 

ASICS' new furry ambassador follows the brand's recent appointment of Caroline Fisher as its global brand communications director. In her role, Fisher focuses on putting ASICS' founding philosophy at the heart of the brand's communications. 

Prior to this role, Fisher was a communications director leading communication for ASICS in the EMEA region. She was previously the founding partner at Big M Marketing, a strategic marketing consultancy based in Amsterdam, and the VP of communications at TomTom, a brand, corporate communications, PR, social media and internal communications agency, according to her LinkedIn. 

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