Asics combines the internet’s biggest obsessions

Fitness, mental health, and dogs are three of social media’s biggest drawers, and Asics and Golin have successfully paired them in an advert featuring Felix the Samoyed.

Asics has launched a heartwarming new advert featuring an unexpected ambassador, dog influencer (yes, such a thing exists), Felix the Samoyed. The campaign aims to spotlight dogs as the ultimate movement motivators, encouraging people to move for both body and mind.

The campaign, titled ‘Mind's Best Friend’ is based on new global research, which shows 69% of dog owners in the UK say their dog is their primary movement motivator, surpassing family, celebrities, and personal trainers. Additionally, 84% of dog owners report feeling happier after moving with their dog

Felix the Samoyed will act as the brand’s key ‘spokesperson,’ championing his love of walks, runs, and even the occasional zoomies.

The campaign aims to honour the extraordinary role that dogs play in motivating us to move for mental wellbeing

Professor Brendon Stubbs of King’s College London, a leading researcher in exercise and mental health, analysed State of Mind scores, an index measuring overall mental wellbeing. The study found that dog owners' scores are on average 20% higher than non-dog owners, with 81% of owners saying moving with their dog improves their mental wellbeing. Furthermore, dog owners are 35% more likely to meet physical activity guidelines, averaging 240 minutes of exercise per week

To celebrate the launch, Asics is calling on Brits to nominate their own dogs for the chance to become official Asics Mind's Best Friend Ambassadors. Selected ambassadors will receive their own ambassador kit and be featured on Asics' official social media channels. The brand is also encouraging the world to share how their dog motivates them to move their minds, with every post shared using #MindsBestFriend before 12 July 2025 raising funds for mental health charities.

Our take

Asics adverts have kept us guessing over the years, appealing to everyday folk, in contrast to its rivals' more aspirational leanings. But while we didn’t see this one coming, it makes total sense. Dogs, fitness, wellbeing, charity tie ins. It ticks a lot of boxes.

We do think that putting a direct dog charity tie-in front and centre could have been fitting, but otherwise, another triumph for Asics.