"Mind's Best Friend"

15 May 2025

60s

Ruff and tumble.

ASICS's new brand ambassador is Felix. Not Chelsea and Portugal forward João Félix, or retired track and field athlete Alysson Felix, but Felix the dog. Not only is he a good boy, the Samoyed is "the original exercise influencer"—take that, Joe Wicks, Kayla Itsines, et al! With his thick white coat and dark blue bandana, he is, in every sense of the term, a different breed.

Felix knows how to run, explore, and roll around in the dirt, not doomscroll, binge-watch, or sit on his heinie for hours at a time. The brand wants viewers to follow his example—no need to roll around in the dirt, per se, but just get stuck into the world. If Felix came free with every ASICS purchase, the Japanese sportswear company would never have to release another ad.

UK

Sports Shoes