‘Mind’s Best Friend’ by ASICS and Golin won Gold at The Drum Awards for PR Sports, Wellness and Fitness. The campaign appointed a dog, Felix, to champion the link between movement and mental wellbeing, sparking global conversation and redefining mental health advocacy.
Introducing ASICS’ newest ambassador. It’s not an athlete, a celebrity, or even a human… it’s a dog called Felix. Why? Because dogs are the original exercise influencers, motivating millions to move for body and mind. In fact, 69% of Brits say their four-legged friend is their top motivator to get moving, more than family or fitness influencers.
Launched during Mental Health Awareness Week, ASICS’ ‘Mind’s Best Friend’ campaign redefined mental health advocacy by appointing Felix to champion the link between movement and mental wellbeing. The campaign disrupted traditional narratives, built brand affinity, and sparked global conversation. To honor the extraordinary role dogs play in our mental health, ASICS invited the public to nominate their own pets to become official ‘Mind’s Best Friend’ ambassadors.
The result? A joyful, emotionally resonant campaign that proved the best motivator to move for your mind might just have four legs and a wagging tail.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration? Read our Award Winning Case Studies.
Golin
We are a global public relations agency that helps companies create change that matters. Our people help us do the best work of our lives for our clients. Work that...