Are pets the next wave of influencers? ASICS thinks so
The rise of animal influencers: what ASICS’ latest move says about the future of brand marketing.
The next big face of influencer marketing doesn’t speak, stream, or pose in product haul videos—but he does have a million followers and a picture-perfect smile. His name is Felix, he’s a Samoyed, and ASICS just made him the face of its newest global campaign.
This isn’t a one-off gimmick. ASICS’ latest move signals a growing shift in brand marketing: animals—especially social-savvy pets—are becoming legitimate brand ambassadors.
This article unpacks why that’s happening now, and what marketers can learn from ASICS’ unexpected but data-backed approach.
Short on time?
Here’s a table of contents for quick access:
- What happened: ASICS signs a canine ambassador
- Why animal influencers are having a moment
- What marketers should learn from ASICS’ play
- Conclusion: Move over mega influencers—pets are here to stay
Patrecia Meliana
What happened: ASICS signs a canine ambassador
ASICS has appointed Felix the Samoyed as its official “Mind’s Best Friend” ambassador, tasked with promoting the mental health benefits of movement—particularly the kind you do with your dog.
With over one million followers on Instagram and passport stamps from 36 countries, Felix is a full-fledged petfluencer, known for his scenic hikes, fluffy charm, and feel-good content.
Gary Raucher, Global Head of Marketing at ASICS, said the campaign reinforces the brand’s founding principle: “Anima Sana in Corpore Sano,” or “Sound Mind in a Sound Body.” According to Raucher, dogs inspire consistent movement more than personal trainers or influencers. “No one motivates us to move for body and mind more than our canine friends,” he said.
This isn’t a marketing gimmick. ASICS’ decision is rooted in global consumer research and behavioral science. New findings from a survey of 1,000 dog owners and 1,000 non-dog owners show that:
- 65% of dog owners cite their pet as their primary motivation to move—beating out personal trainers, family, and celebrities.
- 80% report lower stress levels, and 84% say they feel happier after exercising with their dog.
- Dog owners are more likely to meet recommended exercise guidelines, averaging 240 minutes of movement per week.
- Mental wellbeing scores among dog owners were found to be 20% higher than non-owners.
To amplify this insight-driven campaign, ASICS is inviting dog owners to nominate their own pets as “Mind’s Best Friend” ambassadors. Selected pups will receive branded gear and join the mission to spread the feel-good effects of movement—for both body and mind.
Why animal influencers are having a moment
From feline finance memes to dog-run TikTok channels, animals have become a social media staple. But lately, they’re moving beyond viral video status and into serious brand territory. Here’s why:
1. Pets cut through the noise
Consumers are skeptical of overly polished influencer content. Animals, by contrast, are pure engagement engines. Pet-led content tends to be low-drama, high-trust, and packed with emotional resonance. That makes them ideal vehicles for brands looking to connect without over-selling.
2. They bring built-in emotional value
Marketing is about creating emotional connection—and animals have that in spades. ASICS links its brand mission to the science of everyday joy. Felix, for example, doesn’t just represent movement; he symbolizes companionship, joy, and stress relief. ASICS cleverly uses that to reinforce its brand promise: “a sound mind in a sound body.”
3. It aligns with wellness and lifestyle narratives
Mental health and holistic wellbeing have become key brand pillars, especially post-pandemic. Pets naturally tie into those narratives. By positioning a dog as an ambassador, ASICS adds a relatable and credible layer to its wellness messaging—without preaching or posturing.
4. Pet influencers come with highly engaged audiences
It’s not just about cuteness—these accounts drive real metrics. Felix’s million-strong following is made up of dog lovers, travelers, and wellness seekers. That’s a cross-section that fits cleanly into ASICS’ target demo. It’s influencer alignment, without the human ego.
What marketers should learn from ASICS' play
For marketers looking to evolve their influencer strategies, ASICS offers a few sharp takeaways:
- Go unconventional, if it’s on-brand. Choosing Felix wasn’t random—it aligns with ASICS’ wellness-first mission. Brands should feel free to break from standard influencer types if the fit makes emotional and strategic sense.
- Use research to build credibility. The campaign isn’t just cute—it’s backed by real data. That adds weight and differentiation in a space often full of fluff (literally and figuratively).
- Invite your audience into the story. ASICS is crowdsourcing additional “Mind’s Best Friend” ambassadors by asking customers to nominate their own dogs. It’s user-generated content with a purpose—and brand gear on every pup.
Conclusion: Move over mega influencers, pets are here to stay
ASICS’ campaign isn’t just a feel-good marketing play—it’s a signal that the influencer landscape is shifting.
As trust becomes a premium and brands fight for attention in overcrowded feeds, pets offer an unexpected edge. They’re disarming, delightful, and—if ASICS is any indication—surprisingly effective.
So don’t be shocked if the next wave of brand partnerships features more paws than poses. The petfluencer era is here—and marketers should start paying attention.
