As the official personal care sponsor of the FIFA World Cup 2026, through FIFA’s multi-year partnership with Unilever, Rexona wanted to maximise its content output around the tournament. We were asked to create an activation that could generate content across the brand’s owned, ambassador and creator channels, while giving creators a compelling reason to engage with Rexona.
We created the New York Sweat Club, transforming a warehouse off Fifth Avenue into an immersive creator playground and content production studio.
In a city competing for creators’ attention, the New York Sweat Club needed to be worth showing up for and worth sharing. The line-up included a fully immersive LED football pitch hosting daily tournaments and responding live to the action, a 360° video experience and highly coveted bespoke jerseys for guests. Football talent such as Roberto Carlos, Daniel Sturridge, Kerolin and Ben Foster joined the action, alongside an exclusive set from DJ Austin Millz.
More than 1,000 creators from around the world came through the New York Sweat Club to play, create and be part of the experience. Every element was designed with content creation in mind, giving them a space they could play with, film and share with their audiences.
