NEW YORK, 18th June 2026 – Unilever’s House of Fresh™ opened its doors in New York City over FIFA World Cup 2026™ opening weekend, kicking off the tournament with the launch of New York Sweat Club by Rexona (known as Sure and Degree in select markets) – a creator-first football experience built to turn participation into content, conversation and culture. Designed as a social-first football playground, the space features a 3v3 LED football pitch, dedicated content production stations and immersive programming that brings football culture to life.
Hundreds of creators from around the world gathered at the space, making New York the latest stage for House of Fresh™, Unilever’s global platform connecting brands with modern football fandom.
Saturday’s launch brought the energy of Brazil to New York City, headlined by FIFA World Cup™ winner Roberto Carlos. The Brazilian football legend lit up the pitch with skills challenges and creator meet-and-greets, while the NY Samba Club filled the venue with the rhythm and energy of Brazil’s football culture.
Momentum continued on Sunday as Manchester City Women’s forward and Brazil international Kerolin joined fans and creators on the pitch. The day also featured New York City Football Club, the city’s largest football community group, competing for tickets to the France vs. Senegal FIFA World Cup™ match courtesy of Rexona.
The program ran for four days and featured appearances from former England international and broadcaster Daniel Sturridge, former Premier League goalkeeper Ben Foster, former professional footballer Ben Tozer, former NBA champion JaVale McGee, DJ Austin Millz and a full takeover from global football media brand Rising Ballers. Throughout the four-day program, fans and creators had opportunities to win FIFA World Cup™ tickets while creating content from the New York Sweat Club space.
Hundreds of creators from around the world gathered at the space, making New York the latest stage for House of Fresh™, Unilever’s global platform connecting brands with modern football fandom.
Saturday’s launch brought the energy of Brazil to New York City, headlined by FIFA World Cup™ winner Roberto Carlos. The Brazilian football legend lit up the pitch with skills challenges and creator meet-and-greets, while the NY Samba Club filled the venue with the rhythm and energy of Brazil’s football culture.
Momentum continued on Sunday as Manchester City Women’s forward and Brazil international Kerolin joined fans and creators on the pitch. The day also featured New York City Football Club, the city’s largest football community group, competing for tickets to the France vs. Senegal FIFA World Cup™ match courtesy of Rexona.
The program ran for four days and featured appearances from former England international and broadcaster Daniel Sturridge, former Premier League goalkeeper Ben Foster, former professional footballer Ben Tozer, former NBA champion JaVale McGee, DJ Austin Millz and a full takeover from global football media brand Rising Ballers. Throughout the four-day program, fans and creators had opportunities to win FIFA World Cup™ tickets while creating content from the New York Sweat Club space.
“As the Official Personal Care Sponsor of the FIFA World Cup 2026™, Rexona is committed to bringing fans closer to the game. New York Sweat Club turns football culture into a live experience, connecting creators, athletes and fans through competition, content and community. It’s how we’re bringing our ‘It Won’t Let You Down’ platform to life, creating unforgettable moments inspired by the world’s biggest tournament.” Ben Curtis, Rexona Global Brand Vice President.
As the Official Personal Care Sponsor of the FIFA World Cup 2026™, Unilever created House of Fresh™ to engage modern football fans through live experiences, creator content and social storytelling.
Operating across New York, Miami and Mexico City, the platform brings together creators, athletes, media and fans through immersive activations from Rexona, Dove Men+Care, Dove and AXE, designed to inspire participation, conversation and cultural relevance throughout the tournament.
“House of Fresh™ is our way of bringing Unilever’s Personal Care brands together with football culture through experiences built for today’s attention economy, where the most powerful moments live both in person and online. Across New York, Miami and Mexico City, we’re creating experiences that connect creators, athletes, media and fans in meaningful and unexpected ways. Built for a generation that experiences the game across physical and digital worlds, the platform is designed to create memorable content that travels far beyond the experience itself.” Sarah Potter, Global Influencer and Media Director, Personal Care, Unilever.
