ASICS signs first-ever canine ambassador
By James Herring on Thursday, May 15, 2025
ASICS has unleashed a new brand ambassador and it’s not a sports star or celeb.
It’s Felix the Samoyed, a fluffy fitness icon with a passion for walks, runs, and zoomies.
Why a dog?
New global research reveals that our four-legged friends are movement motivators like no other.
In the UK, 69% of dog owners say their pup outranks family, celebs, and even PTs when it comes to getting them moving. And the benefits go beyond fitness: 84% say they feel happier after exercising with their dog.
Felix, is now ASICS’ official “spokesdog,” leading the charge for movement-for-mind.
Backed by research from King’s College London, which shows dog owners have 20% higher wellbeing scores and log 35% more weekly exercise, ASICS is spotlighting pets as the original (and most adorable) wellness influencers.
Gary Raucher, Global Head of Marketing at ASICS, said: “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. It’s why we’re called ASICS, an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘Sound Mind in a Sound Body.’
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Alex Wood, Chief Creative Officer, Golin London, said: “While other sports brands celebrate familiar elite athletes and suggest exercise should be serious, we wanted to tell an unexpected story about movement – focusing on feeling, fun and the everyday. We loved the insight that dogs are the world’s unsung exercise influencers, regularly taking millions of humans for a walk – so ASICS signing one felt fitting. The talent interviews have been a nightmare though.”
