When ASICS announced Felix the Samoyed as its new brand ambassador in April 2025, the news moved far beyond the sneaker industry. It marked the launch of “Mind’s Best Friend,” a global initiative that redefines the role of brand ambassadors by spotlighting a dog with over a million followers and an infectious love for running, walking, and “zoomies.”
This campaign isn’t built on novelty alone. It’s a calculated, research-backed pivot that taps into emotional resonance, science, and social activism. It also reflects a larger marketing trend: the rise of pet influencers as authentic, low-barrier touchpoints between brands and consumers.
A Campaign Rooted in Science and Emotion
ASICS’s decision was not made in a vacuum. The campaign is underpinned by extensive global research, including a study of 28,000 respondents across 14 markets. Conducted in collaboration with Professor Brendon Stubbs of King’s College London, the data revealed compelling insights: 65% of dog owners said their pet was their main motivator to get moving, more than personal trainers or celebrities. Moreover, dog owners were 31% more likely to meet physical activity guidelines, and consistently scored 18–20% higher on ASICS’s proprietary “State of Mind” index than non-owners.
This quantifiable uplift in physical and mental wellness is directly related to ASICS’s brand ethos, “Anima Sana in Corpore Sano”—a sound mind in a sound body. By bridging movement and mood through the lens of dog ownership, ASICS transforms a marketing gimmick into a meaningful health message.
Felix the Samoyed: A Spokesdog with Social Impact
Felix is more than just a fluffy face; he’s the linchpin of a campaign designed to be both participatory and charitable. Across social media, Felix appears in content encouraging users to go on walks, runs, or enjoy a moment of outdoor joy with their dogs. However, the campaign invites dog owners worldwide to nominate their pets as future “Man’s Best Friend” ambassadors. Chosen pets receive custom ASICS gear and matching kits for their humans.
The social component adds a deeper layer. Every public post using the hashtag #MindsBestFriend before 12 July 2025 generates a monetary donation from ASICS to mental health charities, including Mind UK, NAMI, and Mind Us NL. This built-in giving mechanism turns user-generated content into direct social impact, seamlessly merging brand storytelling with corporate social responsibility.
The Marketing Edge: Petfluencers and Proof Over Hype
The brilliance of “Mind’s Best Friend” lies in its collision of cuteness and credibility. Dogs offer a universal appeal in an era of influencer fatigue and skepticism. They’re non-judgmental, emotionally honest, and largely immune to the trappings of commercial overexposure. Felix’s 1 million–plus global followers offer instant reach, while his canine authenticity generates trust—a rare and valuable commodity in today’s media landscape.
Beyond sentiment, the campaign is built on hard evidence. ASICS’s use of behavioral science and verified stats adds a layer of legitimacy, signaling that this isn’t just another marketing stunt. It’s an evolution of the brand’s identity; one that balances emotion with intelligence, and playfulness with purpose.
From Mascots to Movement Catalysts
What truly stands out about “Mind’s Best Friend” is its ability to operate across multiple planes. It connects consumer insight to brand values, merges community with charity, and repositions the role of brand ambassadors in a way that feels refreshingly inclusive. While many wellness brands chase elite athletes and celebrity partnerships, ASICS has chosen a different route—one paved by everyday movement, everyday joy, and everyday pets.
Whether this campaign signals a long-term shift in ambassador strategies remains to be seen. But in the short term, ASICS has not only won media attention but also sparked a broader conversation about how brands can innovate with empathy, data, and heart.
