Japanese athletic brand ASICS has named Felix the Samoyed—a dog—its newest global ambassador. This may be the brand’s most unexpected influencer yet, but it’s also one of its most powerful.
Felix isn’t just an internet-famous dog with over 1 million Instagram followers. He’s also a globe-trotting content creator who’s been to 36 countries with his owners, Julia and Sven. Under the handle @thetraveltellers, Felix stars in content that blends scenic travel with playful authenticity — and now, purpose-driven marketing.
Felix’s appointment as the “Mind’s Best Friend” ambassador supports ASICS’ new campaign to highlight the mental health benefits of movement with pets. The decision is backed by extensive global research involving 28,000 respondents across 14 markets, including Japan, China, and Australia.
Key findings from the study:
- 65% of dog owners cite their dog as their main motivator for physical activity, more than any human figure.
- 83% feel happier, and 79% feel less stressed after exercising with their pet.
- Dog owners were 31% more likely to meet exercise guidelines, averaging 210 minutes per week.
- Their State of Mind scores were 18% higher than non-dog owners (61 vs. 51 out of 100).
“Every day, dogs inspire us to lace up and move — not just for our bodies, but for our minds,” said Gary Raucher, ASICS’ Global Head of Marketing. “Felix brings this message to life with authenticity, charm, and global reach. That’s why we’re proud to call him our ambassador.”
ASICS is also encouraging consumers to join the movement. Pet owners can now nominate their dogs to become official “Mind’s Best Friend” ambassadors, receiving branded kits and contributing to a global message of wellness through shared movement.