Midas Celebrates 70 Years with New Campaign 'Midas is the Best' Featuring William Zabka

Midas has announced the launch of “Midas is the Best:” a fully integrated, year-long brand campaign.

The campaign launched at the brand’s yearly convention in Savannah, Georgia, on the 70th anniversary of Midas. Best known for his role in “The Karate Kid” and “Cobra Kai,” William Zabka will star in the campaign.

“Midas has been in business for 70 years and this year we’re celebrating the evolution of our brand,” said Lenny Valentino Jr., COO 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.”

The 2026 IMDA convention marked a milestone moment for Midas, celebrating the 70th anniversary of the brand. The three-day event brought together over 300 franchisees representing more than 700 Midas stores, along with key team members, over 50 exhibitors, and more than 70 Midas representatives.

Programming included executive remarks, general sessions focused on brand vision and growth, franchisee-led breakouts, a trade show, a “Party on the Patio” featuring a live performance by Slater Nalley, and a special awards dinner recognizing top performers across the system.

The 2026 winners included:
● ASE Technician of the Year: Jeremy Jones
● Red Seal Technician of the Year: Frank Perry
● Franchisees of the Year: This award honors both single- and multi-unit franchise owners, who are ranked based on their store performance on the following five criteria/KPI’s: customer count, tire sales, total sales, total sales growth and total five-star Google reviews. The multi-unit franchise award winners were Jacob Sharp & Chris Flynn, and the single-unit franchise award winner was Anil Kumar.
● Mark Smith Community Involvement Award: This award recognizes a franchise owner who strives to give back to the communities in the markets that they do business. This year’s winner was Jason Weatherford.
● Midas Hall of Fame: This prestigious award recognizes Midas franchisees with 20 or more years of service, who demonstrate dedication, passion for their work, and a commitment to positively impacting fellow franchisees and the Midas system through their service on the IMDA Board of Directors, Franchise Advisory Council (FAC) or a committee. This year's winners were Hugh Boeset and Ron Genuario.
● Nate Sherman Honorary Achievement: This award honors current and former Midas corporate support team members for their longstanding support. This year’s winner was Mark Glore.

“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.”