Midas launches brand campaign to mark anniversary

Midas used its 70th anniversary convention to unveil a new, fully integrated brand campaign while celebrating franchise performance and outlining its growth strategy for the years ahead.

The global automotive service provider introduced “Midas is the Best,” a year‑long marketing campaign starring actor William Zabka, best known for roles in The Karate Kid and Cobra Kai. The campaign debuted at the 2026 IMDA convention in Savannah, Georgia, where more than 300 franchisees representing more than 700 Midas locations gathered to mark seven decades of brand history.

The campaign sees Zabka as a modern Midas master technician, using discipline, precision and confidence to highlight the craftsmanship and guarantees behind the brand. Midas said the creative reflects its evolution while reinforcing its emphasis on trust, quality and customer experience.

“Midas has been in business for 70 years and this year we’re celebrating the evolution of our brand,” said Lenny Valentino Jr., chief operating officer and president of Midas. “‘Midas is the Best’ reflects our commitment to proving we provide the best customer experience in the industry evidenced by the craftsmanship and guarantees that set our brand apart.”

Convention highlights focus on growth and performance

The three‑day IMDA conference combined strategic programming with recognition of franchise achievements. Attendees participated in executive presentations, brand and growth sessions, franchisee‑led breakouts, a tradeshow, networking events and a closing awards dinner.

The event also featured a “Party on the Patio” with a live performance by Slater Nalley and brought together more than 50 exhibitors and 70-plus Midas corporate representatives.

“Celebrating 70 years of Midas is a powerful reminder of what’s possible when strong partnerships and a shared vision come together,” said Jeff Genuaro, IMDA president and Midas franchise owner. “The IMDA strengthens our franchise network, and the new marketing campaign reinforces Midas’s leadership in car care while setting the stage for even greater innovation and growth in the years ahead.”

2026 Midas award winners

• ASE Technician of the Year: Jeremy Jones
• Red Seal Technician of the Year: Frank Perry
• Franchisees of the Year (ranked on customer count, tire sales, total sales, total sales growth and five‑star Google reviews):
  • Multi‑unit: Jacob Sharp and Chris Flynn
  • Single‑unit: Anil Kumar
• Mark Smith Community Involvement Award: Jason Weatherford
• Midas Hall of Fame (20‑plus years of service and system leadership):
  • Hugh Boeset
  • Ron Genuario
• Nate Sherman Honorary Achievement Award: Mark Glore