April 22, 2026 // Franchising.com // Palm Beach Gardens, FL – Midas, one of the world’s largest automotive service providers, announced the launch of “Midas is the Best,” a fully integrated, year-long brand campaign starring William Zabka. The campaign launches at the brand’s yearly convention in Savannah, GA. on the 70th Anniversary of Midas, celebrating 70 years of being the best.
Best known for his role in “The Karate Kid” and “Cobra Kai,” Zabka brings a powerful mix of nostalgia, confidence, and edge, embodying a modern Midas master technician: precise, disciplined, and quietly badass, using controlled, almost ninja-like skill to demonstrate the craftsmanship and guarantees that set Midas apart.
“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 reinforces the customer-centric approach Midas takes with auto repair, emphasizing The Midas Golden GuaranteeTM which provides 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 free tire care program covering rotations, rebalancing, and hazard repairs, backed nationwide at all Midas locations.
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, explored new solutions, and gained insights to drive performance and long-term growth as the brand looks ahead to its next 70 years.
Programming included executive remarks, general sessions focused on brand vision and growth, franchisee-led breakouts, a Tradeshow, 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:
“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.”
Midas is one of the world's largest providers of automotive services, offering brakes, maintenance, tires, exhaust, steering, and suspension at nearly 2,100 franchised and licensed locations in 20 countries, with about 1,200 in the United States and Canada.
Midas believes in "No B.S."—putting customer service and community first and proudly standing behind their Golden Guarantees, encompassing the Limited Lifetime Tire GuaranteeTM, Limited Lifetime Parts GuaranteeTM, and the Closer Look Vehicle CheckTM, ensuring transparency and lasting value.
Midas’s commitment to the community is further demonstrated through initiatives like Project Spark. Whether it's a routine oil change, new tires, or a major repair, Midas is ready to serve. To find a location near you, visit Midas.com.
SOURCE Midas
Midas is a provider of automotive services, offering brake, maintenance, tires, exhaust, steering and suspension services.