Midas Celebrates 70th Anniversary with Launch of “Midas is the Best”

Brand campaign launch

April 22, 2026 // Franchising.com // Palm Beach Gardens, FL – Midas announced the launch of a brand campaign featuring William Zabka. The campaign, titled “Midas is the Best”, is a year-long initiative. The campaign launches at the brand’s convention in Savannah, GA on the 70th Anniversary of Midas.

Zabka is known for his roles in “The Karate Kid” and “Cobra Kai”. He represents the campaign through imagery highlighting automotive service craftsmanship and guarantees offered by Midas.

“Midas has been in business for 70 years and this year we’re celebrating the evolution of our brand,” notes 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 campaign describes The Midas Golden GuaranteeTM, a limited lifetime warranty on select parts including brake pads, shoes, shocks, struts, and mufflers, for as long as you own your vehicle. It also includes a tire care program covering rotations, rebalancing, and hazard repairs, backed nationwide at all Midas locations.

70th anniversary celebration

The 2026 IMDA convention marked a milestone moment for Midas, celebrating the 70th Anniversary of the Midas brand. The event brought together 300+ franchisees representing more than 700 Midas rooftops, along with key team members, 50+ exhibitors and 70+ Midas representatives. Over three days, attendees connected with industry leaders and gained insights into available solutions.

Programming included executive remarks, general sessions focused on brand vision, franchisee-led breakouts, a tradeshow, a “Party on the Patio,” featuring a live performance by Slater Nalley, and an awards dinner recognizing franchisees.

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 recognizes franchise owners, ranked based on store performance using criteria in the ranking, including customer count, tire sales, total sales, total sales growth, and Google reviews. The multi-unit franchise award winners were Jacob Sharp and 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.”