Event Activation
Creating a new sports competition with Rexona (Unilever) required far more than designing a set of challenges. It meant building a performance system from the ground up.

For RIVALS, we worked alongside the Australian Institute of Sport to develop challenges that accurately measure elite athletic ability — speed, power, agility, endurance and decision-making. Each element was grounded in sport science, culminating in the creation of the RIVALS Performance Index, a benchmark designed to compare performance across different sporting codes.

Twelve of Australia’s top athletes — spanning rugby league, AFL, rugby union and women’s leagues — competed in mixed teams. The lineup included Reece Walsh, Scott Pendlebury, Joseph Suaalii, Ash Marsters, Ali Brigginshaw, Monique Conti and others.

From the rules to the format of the challenges, every detail was designed with one goal in mind: creating a competition where the focus is on the sport itself, rather than individual glory.

The result is a new kind of performance arena — where elite athletes, sports science and brand innovation come together to redefine competitive sport.