ASICS Appoints Its First Ever Canine Ambassador: Meet “Felix”

A bold new campaign encourages movement for both body and mind – led by man’s best friend

In a world-first move, Japanese sportswear brand ASICS has officially appointed a dog as its newest global ambassador.
The canine in question? Felix, a social media star with a loyal fanbase, has been chosen to lead ASICS’ new campaign – #MindsBestFriend – which promotes movement not just for physical health, but for improved mental well-being.

The innovative initiative is backed by a global study conducted by ASICS, revealing that dogs are powerful motivators for human movement:

• 65% of dog owners say their pet is the number one reason they go out and get active – more so than family members, celebrities, or fitness influencers.
• Dog owners are 31% more likely to meet physical activity recommendations, averaging 210 minutes of exercise per week.
• Their mental well-being scores are 18% higher than those who don’t own a dog.

Additional findings include:

• 79% report reduced stress levels after being active with their dog.
• 83% feel happier.
• 84% experience an instant mood boost.

“In today’s fast-paced world, finding motivation to move isn’t always easy,” says Professor Brendon Stubbs, a leading expert in physical activity and mental health from King’s College London.
“Our research highlights the immense impact dogs can have on how active we are – and how we feel, physically and mentally.”

Walking the Talk

As part of the campaign, ASICS is inviting dog owners around the world to nominate their pets as official ASICS “Mind’s Best Friend” ambassadors.
These four-legged influencers will help promote the brand’s mission of encouraging simple, accessible movement – such as walking or running – for a healthier, happier life.

The initiative aligns with ASICS’ founding philosophy:
Anima Sana in Corpore Sano – A Sound Mind in a Sound Body.

ASICS in Israel

ASICS recently opened its flagship concept store in Tel Aviv’s port district – one of only five such stores worldwide.
The store offers a cutting-edge, tech-driven shopping experience with personalized fitting tools across categories such as running, trail, tennis, and lifestyle apparel for men, women, and children.