The house of fresh

Concept and Art direction

The New York Sweat Club is a physical brand activation for the Rexona brand and its subsidiries for the 2026 World Cup, 
part experiential/event space, part content playground. This will activate in numerous key cities during the World Cup.

It brings together an LED five-a-side pitch, a locker room studio, and interactive themed elements into one Sure-branded space. Built for creators and legends to perform, play, and produce content that proves Sure never lets you down.

THE DON’T SWEAT IT ARENA

Sure’s Don’t Sweat It Arena is a creator-led 5-a-side tournament like no other, played on a high-tech LED
pitch where every move lights up and every rule can change in an instant.

Everything from the LED graphics which react to each players movement to the pitch to the the sonic design as you move into are around pitch. This was truly designed to be a spectacle, not only for content but as a first fully interactive 5-a-side pitch.

the LOCKER ROOM

Sure’s Locker Room Live is a fast-paced, social-first game show set inside the ultimate locker room where creators, players and legends take on confidence-fuelled challenges inspired by real pre-match rituals and preparation.

The behind the scenes preparation of an elite footballer was taken as inspiration, turned to 11 and gamified. Everything from Icebaths while playing FIFA to the biggest treadmill you have ever seen that doubles up as a dribble drill. Creating a modular space which all then revolves around a gameshow style setup specifically made for social.

Led by global hosts and creator captains, each episode blends competition, comedy and chaos, proving that when the pressure’s on, Sure won’t ever let you down.