ASICS has made an unconventional move by signing a dog, Felix the Samoyed, as its newest ambassador. The brand’s latest campaign highlights the powerful impact that dogs have in motivating people to engage in physical activity, enhancing both physical fitness and mental health.
Recent research has shown that dogs are often the most effective motivators for their owners, surpassing other influences like family members, celebrities, and personal trainers. In fact, 65% of global dog owners and 64% of Australian dog owners say their dogs inspire them to stay active. Furthermore, 79% of dog owners report feeling less stressed, and 83% experience increased happiness after physical activity with their pets.
ASICS, in collaboration with Felix, is leveraging this data to promote the mental health benefits of movement. The brand’s new ambassador will serve as a mascot for walks, runs, and even the occasional burst of playful “zoomies,” showcasing how dogs are natural exercise influencers.
Professor Brendon Stubbs, a researcher from King’s College London, analyzed the mental wellbeing of dog owners and found that their overall mental health scores were significantly higher compared to non-dog owners. The data revealed that dog owners score 18% higher on the State of Mind index, with 81% of dog owners saying that exercising with their dogs enhances their mental wellbeing. Additionally, dog owners are 31% more likely to meet recommended physical activity guidelines, averaging over 200 minutes of exercise each week.
“ASICS’ research underscores the undeniable impact dogs have on our physical activity levels and mental wellbeing,” said Professor Stubbs. “Dog owners are more active and report improved mood after physical activity with their pets. In fact, 84% of dog owners say they feel a noticeable boost in their mood after moving with their dogs.”
Focusing on the Australian context, the study found that Australian dog owners are particularly dedicated to their pets, with many saying they cannot resist their dog’s eager requests for walks. Half of the Australian respondents admitted they always give in when their dog is ready for a walk.
To further celebrate the influence dogs have on movement, ASICS is launching a nationwide search for Australia’s next Mind’s Best Friend Ambassador. Dog owners can nominate their pets for the opportunity to become official ASICS Ambassadors, receiving a special kit that includes ASICS-branded gear, accessories, and shoes for their human companions. To participate, dog owners can submit their nominations via ASICS’ website.
In addition to this, ASICS encourages Australians to share how their dogs inspire them to stay active by posting on social media using the hashtag #MindsBestFriend. For every public post on Instagram, Facebook, or LinkedIn, ASICS will donate $5 to the Black Dog Institute, a mental health charity. For more information, users can visit the ASICS website.
Mark Brunton, Managing Director of ASICS Oceania, commented, “Dogs are unparalleled motivators when it comes to moving for body and mind. Every day, dogs inspire millions to get moving, and through this campaign, we want to amplify their role in promoting mental and physical wellbeing. We’re thrilled to welcome Felix as our official ambassador and look forward to seeing the positive impact our campaign will have, especially in supporting Black Dog Institute.”
This campaign is a part of ASICS’ ongoing mission to encourage people worldwide to experience the benefits of movement, staying true to the company’s ethos, which is embodied in its name, derived from the Latin phrase “Anima Sana in Corpore Sano”—a sound mind in a sound body.
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