Latest news with #Mind'sBestFriend
Straits Times
2 days ago
- Sport
- Straits Times
Nominate your pooch to be an Asics doggy influencer
Nominate your pooch to be an Asics doggy influencer SINGAPORE – Dog owners have the opportunity to let their four-legged pets join Felix the samoyed, which has more than 1.2 million followers on its Instagram account @wanderlust_samoyed, as Asics' canine ambassadors. The Japanese athletic brand recently named the white globe-trotting seven-year-old as its first 'exercise influencer' for its global Mind's Best Friend campaign in its efforts to promote physical activity and improve mental well-being. According to international research conducted by Asics in February, 65 per cent of dog owners said their dog is their primary movement motivator, more than family, celebrities and personal trainers. Additionally, 79 per cent of dog owners said they are less stressed and 83 per cent feel happier after moving with their dog. Owners can nominate their dogs to become official Asics Mind's Best Friend Ambassadors by sharing how their pets are their greatest motivation to move at Selected dogs will receive a branded kit, including Asics gear for their owners. There is also a #MindsBestFriend challenge, where owners can share photos of their dogs on social media platforms. Each post shared before July 15 will raise money for mental health charities in the Netherlands, Britain and United States . Join ST's Telegram channel and get the latest breaking news delivered to you.
Campaign ME
13-05-2025
- Lifestyle
- Campaign ME
ASICS picks dog influencer Felix the Samoyed as ambassador
ASICS has announced a new and unexpected ambassador signing, dog influencer Felix the Samoyed. While dogs are not running to stores to buy the latest ASICS drop, research by the sneaker brand revealed that dogs are the ultimate movement motivators, getting millions to move daily. New global research highlights the significant role dogs play in motivating us to move and the positive impact this has on our mental wellbeing. More than half of the dog owners surveyed said their dog is their primary movement motivator, above family, celebrities and personal trainers. 'ASICS' latest research reveals just how significantly dogs influence our physical activity levels and overall state of mind,' said Professor Brendon Stubbs, a leading researcher in exercise and mental health from King's College London. 'The research shows dog owners are far more likely to meet recommended physical activity guidelines and have a much higher mood. In fact, 84 per cent of dog owners feel a boost in their mood after moving with their dog.' That's why ASICS is recognising the role of dogs, signing Felix the Samoyed, who will act as the brand's key 'spokesperson' to champion his love of walks, runs, and even zoomies. 'We believe the most meaningful way to convey our message is through digital communication, where we can connect directly and authentically with our audience,' said Nikola Djordjevic, Head of Marketing at ASICS Middle East. As global face of the initiative, Felix the Samoyed will be featured as the lead ambassador for this campaign across all markets, including the Middle East. 'From a regional perspective, we aim to inspire people to share their proud moments on social media with their Mind's Best Friend, their dogs, and encourage more movement while celebrating our four-legged companions,' Djordjevic said. To honour the extraordinary role that dogs play in motivating movement and mental wellbeing, ASICS is inviting people to nominate their own dogs for the chance to become an official ASICS Mind's Best Friend Ambassador. Selected Ambassadors will become ASICS' very own doggy influencers, sharing content with the world that showcases the power of a simple walk or run to uplift our mood. Each Ambassador selected by the brand will receive an official ASICS Mind's Best Friend Ambassador kit, including branded gear and accessories and ASICS shoes for its human. 'By spotlighting these everyday pet heroes, we want to highlight their powerful role in supporting our mental and physical wellbeing. At ASICS, we believe that everyday movement is essential to good health, and we're committed to inspiring people across the region to move more in whatever way feels right for them,' Djordjevic said. Additionally, ASICS is encouraging the world to share how their dog motivates them to move their minds to help raise funds for mental health charities. Every post shared with #MindsBestFriend before 12 July 2025 will raise funds for mental health charities. 'Our mission at ASICS is to encourage as many people as possible to feel the uplifting power of movement,' said Gary Raucher, Global Head of Marketing at ASICS. 'We are delighted to have signed Felix as our official Ambassador and share dogs' infectious love for movement with the world to motivate us all to get out and move for our minds.' To nominate your dog, fill out the application at
