ASICS partners with Fluxo W7M ahead of Esports World Cup

ASICS has formed a partnership with Brazilian esports organisation Fluxo W7M that will focus on human performance, physical conditioning and mental well‑being. The collaboration is scheduled to debut at the Esports World Cup 2026 in Paris, which runs from July 6 to August 23 and carries a $75 million prize pool. The tournament will host the partnership’s first on‑site and digital activations.

The agreement is the first time ASICS has aligned its global brand with a competitive gaming organisation. The partners say the deal provides a strategic framework to support esports professionals both during events and across regular training cycles. ASICS plans to use the relationship with a Brazilian club competing on the international stage to expand its commercial reach into younger digital audiences.

Alexandre Fiorati, CEO and President of ASICS Latin America, described esports as an environment that requires high levels of focus and preparation and called the partnership an opportunity ‘to amplify the dialogue about human performance and reinforce the relevance of an integrated approach between different sporting modalities.’ Felipe Funari, Founding Partner of Fluxo W7M, described the alignment as helping ‘to strengthen the professionalization and evolution of the ecosystem.’

Fluxo W7M was formed through a merger between Fluxo, a Free Fire World Series‑winning organisation, and W7M Esports, a four‑time Rainbow Six world champion club. The merged group fields competitive rosters in titles including League of Legends and Counter‑Strike 2. Fluxo W7M has been selected as a partner for the Esports World Cup 2026.

The partnership links ASICS’ long‑standing ‘Sound Mind, Sound Body’ philosophy with Fluxo W7M’s approach to athlete management, which emphasizes discipline, well‑being and structured physical training. Planned initiatives will target mental health support, physical conditioning programs and performance preparation for players, with activities designed for both event competition and ongoing training. The first public activations tied to the collaboration will appear at the Esports World Cup in Paris in July and August 2026.