When playing, he barks at Rodrigues to pass him the ball and seems to at least understand the basic rules. At times, rather than passing back to Rodrigues for the third and final touch their opponents expect, he sneaks the ball over the net himself to score a point. Then he jumps into Rodrigues’ arms to celebrate.

One of the awestruck onlookers Sunday was Luiza Chioli, who had travelled to Rio from Sao Paulo. She already knew the famous Floki from TikTok, but hadn’t expected front-row seats to watch him while sipping her gin and tonic.

“Seeing social media, we had thought it was just cuts, that they used the best takes,” said Chioli, 21. “But we saw he played, performed the whole time, did really well. It’s really cool.”

As Floki’s follower count has grown, partnerships and endorsement deals have come rolling in. Rodrigues and Floki live in the inland capital Brasilia, but often travel to Rio – the sport’s mecca – and other Brazilian states to show off his skills, do marketing appearances and create monetised social media content.

His Sunday began with almost an hour playing beside former footvolley champion Natalia Guitler, who’s been called Queen of the Beach. Between attempts to film her doing a trick pass to him, he scampered for drinks of water or to dip in the ocean. By the end, both she and Floki were scrambling for shade.

“We’re dead,” she said as she collapsed onto the sand next to a panting Floki. Someone passed her a phone to check out the best clips for her Instagram, where she has almost 3 million followers.

“Me and my bestie @dog_altinha playing footvolley,” she wrote in a later post showing their long rally, and which included her bicycle kicking the ball over the net.

After a rest and another footvolley session, Floki headed to a more remote beach to do a marketing shoot for Farm, a fashion designer that has become the paragon of Rio’s breezy tropical style, both in Brazil and abroad.

Then Floki was on Instagram hyping a brand of dog popsicles, gnawing a banana-flavoured one, and giving an altinha demonstration to mall shoppers. His evening stroll along Copacabana’s beachside promenade showed him straining against his leash, still evidently bursting with his boundless energy.

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With their weekend marketing blitz in Rio over, Rodrigues and Floki would head back to Brasilia, where their influencer hustle takes a back seat to the hustle of playing competitive matches. They win about one in every three, Rodrigues said, and their opponents are always desperate to avoid being beaten by a dog.

“It generates talk, and people make fun,” he said. “No one likes to lose a point to him, so people play their hearts out against us.”