Client: Asics
Introducing ASICS’ newest ambassador. It’s not an athlete, a celebrity, or even a human… it’s a dog called Felix. Why? Because dogs are the original exercise influencers, motivating millions to move for their body and mind. In fact, 69% of Brits say their four-legged friend is their top motivator to get moving, more than family or fitness influencers. Launched during Mental Health Awareness Week, ASICS’ Mind’s Best Friend campaign redefined mental health advocacy by appointing Felix to champion the link between movement and mental wellbeing. The campaign disrupted traditional narratives, built brand affinity, and sparked global conversation. To honour the extraordinary role dogs play in our mental health, ASICS invited the public to nominate their own pets to become official Mind’s Best Friend ambassadors.
