Context
Rexona aimed to reinforce its message “Rexona Won’t Let You Down” by encouraging young women to participate in sports.
To achieve this, the Rexona Women’s Cup was created a free football tournament designed to support female talent in Costa Rica.
Challenge
Design a tournament that encouraged women’s participation in football while communicating Rexona’s message of confidence and performance during intense moments.
The project needed to integrate live experiences, visual identity and media visibility to maximize its impact.
Solution
The Rexona Women’s Cup was developed as a free football tournament that brought together more than 300 players, creating a professional sports experience for participants.
The project integrated visual identity, field branding, brand experiences and media communication.
Role
Experience design, visual design & creative coordination
opening
The opening event brought together the 300 participating players and marked the official start of the Rexona Women’s Cup.
uniforms:
Team uniforms were designed to create a more professional sports experience for the players.
tournament elements
A visual system was developed across uniforms, fields and tournament elements.
Grand finale
The grand final brought together the teams and concluded the tournament with a live broadcast.
Media impact
The campaign generated more than 70 media mentions and national television appearances.
ATL assets and digital content were published on Rexona’s official channels, while the final match was broadcast live, expanding the reach of the initiative.
Outcome
The Rexona Women’s Cup brought together more than 300 players, creating a competitive platform that encouraged women’s participation in football.
The initiative became a 360° campaign, integrating live experiences, digital content, media coverage and a live broadcast.