ASICS unleashes its latest ambassador

Forget fancy exercise influencers and celebrity ambassadors, sportswear brand ASICS has revealed the ultimate feel-good, four-pawed motivational figure in this sweet campaign, created by Golin and directed by Peter Franklyn Banks through Kode Media.

Set against a picturesque mountainous backdrop, the spot sees the brand’s first canine representative romping enthusiastically into view to remind us of the benefits of going back to basics - putting down our screens, getting outside and moving our bodies.

Alex Wood, Chief Creative Officer, Golin London, said: “While other sports brands celebrate familiar elite athletes and suggest exercise should be serious, we wanted to tell an unexpected story about movement – focusing on feeling, fun and the everyday. We loved the insight that dogs are the world’s unsung exercise influencers, regularly taking millions of humans for a walk - so ASICS signing one felt fitting. The talent interviews have been a nightmare though.”