Carla Gabián's Rexona World Cup Journey: A Fan Drum, Roberto Carlos and a Front-Row Seat in Atlanta

Some brand campaigns are a single post. Carla Gabián's Rexona World Cup run was a whole story, built around one idea: the fans. Over the opening weeks of the FIFA World Cup 2026, the Double Tap creator carried Rexona's tournament campaign from a drum made for the terraces to a creator club in New York, into the stands for Spain's opener, and finally back home to Madrid.

A drum built for the fans

It started with a bombo. For anyone who follows Spain, the bass drum is part of the furniture, the sound that has trailed La Roja around the world for decades. Rexona took that symbol, covered it in illustrations of supporters mid-celebration, and called it "el latido de la afición," the heartbeat of the fans. The message Carla carried with it was simple: this is a drum that belongs to everyone. As Official Personal Care Sponsor of the FIFA World Cup 2026, Rexona built its whole presence around fan emotion, and the drum gave Carla a physical way to tell that story.

New York Sweat Club and Roberto Carlos

From there the campaign moved to New York, where Carla joined Rexona's New York Sweat Club, a creator-first football experience run over the tournament's opening weekend as part of Unilever's House of Fresh. The space had an LED pitch and stations for creators to film, and hundreds of creators from around the world passed through.

The highlight came in a Team Rexona shirt, standing next to a World Cup winner. Carla met Roberto Carlos, the Brazil legend who lifted the trophy in 2002, and her verdict was short: "es un genio." Football royalty, a brand backdrop, and a reaction that needed no translation.

A front-row seat in Atlanta

Then came the part every fan dreams about. On 15 June, Carla was inside Mercedes-Benz Stadium in Atlanta for Spain's opening match against Cape Verde, the first World Cup fixture the city had ever hosted. She brought the Galician flag and summed the day up as "soñando despierta," dreaming while wide awake. The drum made the trip too, held above her head outside the stadium with the World Cup branding wrapped across the venue behind her, closing the loop between the idea and the real thing.

Back home with the fans in Madrid

The final stop brought it back to where it belongs. In Madrid, Carla took the campaign to the fans directly at Westfield Parquesur, running a predictions challenge and putting a microphone in front of supporters to talk football. Predictions, passion and plenty of football, all of it powered by the afición.

The bigger picture

Across a drum, a creator club, a legend and a matchday, Carla Gabián gave Rexona's World Cup campaign a through line a standard ad could not. Every stop pointed back at the fans. That is what makes creator-led storytelling work: not a logo dropped into a caption, but a creator living the moment and bringing her audience with her. For Double Tap, it is another example of what happens when the right creator meets the right brand at the biggest moment in the game.