The Asics advert features Felix the dog as the brand ambassador
The Golin London agency was in charge of the advertising campaign
The Asics advert reimagines the concept of physical and mental well-being with an emotional and everyday approach
If there’s one sector in the advertising world that has been especially prolific in creativity, it’s the sports industry. Some of the most memorable campaigns have been created by sports brands like Nike, Adidas, or Asics.
The Japanese brand is now highlighting the power of daily movement by introducing a dog as its brand ambassador. Meet Félix, a Samoyed who represents all those dogs that motivate us to go for a walk every day.
Asics – Mind’s Best Friend
“Mind’s Best Friend” is the title of the Asics advert created by Golin London agency. The campaign aims to address mental health care and everything dogs do to support it.
Dogs don’t just get us outside for a walk — they also improve our mood simply by being there. That’s why Asics chose Félix as the face of the campaign instead of professional athletes.
The Asics advert features Félix as the campaign’s “spokesdog”, constantly running and moving — unlike many of us. Having a dog encourages us to be active, whether it’s walking, running, or heading to the woods. According to a study by the brand, 65% of dog owners say their pet is their main motivation to stay active, and more than 80% say they feel happier or less stressed after exercising with them.
Alex Wood, Creative Director at Golin London, commented: “While other sports brands celebrate elite athletes and suggest that exercise has to be serious, we wanted to tell an unexpected story about movement — one that focuses on feeling, fun, and the everyday. We loved the idea that dogs are the world’s most underrated fitness influencers.”
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