ASICS Appoints a dog as the Brand Ambassador!

In this episode, we explore how ASICS is shaking up sports marketing by naming a dog—Felix the Samoyed—as its first-ever brand ambassador. As the face of the Mind’s Best Friend campaign, Felix highlights the powerful role dogs play in motivating movement and supporting mental health. Backed by global survey data, this initiative moves beyond athlete endorsements to focus on the everyday joy pets bring to our lives. Plus, learn how you can nominate your own pup to join the campaign using #MindsBestFriend—and support mental health charities along the way.