Japanese athletic brand ASICS has officially announced its entry into the esports and competitive gaming industry through a new partnership with Fluxo W7M, one of Brazil’s most prominent esports organisations.

The agreement represents the first time the global sports company has aligned its brand with a competitive gaming entity. The partnership establishes a strategic framework focused on human performance, physical conditioning, and mental well-being for esports professionals inside and outside of tournament settings.

The collaboration is scheduled to make its debut at the upcoming Esports World Cup (EWC) 2026, which will run from July 6 to August 23 in Paris, France. The large-scale international tournament, which features a $75 million prize pool, will serve as the initial launchpad for the brand’s crossover activations.

According to a press release, by anchoring its first gaming venture to a Brazilian club participating on the global stage, ASICS aims to build an ongoing dialogue surrounding athletic discipline while expanding its commercial footprint toward younger digital demographics.

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Addressing the strategic logic behind the crossover, Alexandre Fiorati, CEO and President of ASICS Latin America, noted that esports represents a highly demanding environment requiring elevated levels of focus and preparation. Fiorati stated that the partnership provides 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, added that the collaboration underscores the organisational growth the Brazilian club has achieved, stating that the alignment “will contribute to strengthening the professionalization and evolution of the ecosystem.”

The corporate collaboration aims to bridge ASICS’ long-standing “Sound Mind, Sound Body” philosophy with Fluxo W7M’s holistic approach to athlete management, which emphasizes discipline, well-being, and structured physical training.

Fluxo W7M was originally formed via a high-profile merger between the popular, Free Fire World Series-winning organisation Fluxo, and the four-time Rainbow Six world champion esports club W7M Esports, building out competitive rosters across multiple key titles like League of Legends and Counter-Strike 2. Following the merger, the organisation achieved another milestone by being selected as a partner for the EWC 2026.

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