Polymarket debuts 'Are Everything' World Cup brand campaign with Rick Rubin
Prediction market platform Polymarket launched its first major brand campaign, titled 'Are Everything,' during the 2026 FIFA World Cup. Created with creative agency Better Half and music producer Rick Rubin, the campaign features curious flag vignettes and targets a global mainstream audience. The effort is Polymarket's debut global brand push, timed to the high-profile tournament. Creative credits include Creative Director Daf Orlovsky, Account Lead Josh Tucker, and Executive Producer Kian McHugh.
Polymarket's campaign spend now runs alongside a Gopuff gold giveaway and Better Half creative work, creating three concurrent consumer pushes during the World Cup window. That marketing density pressures Kalshi to match or surrender retail attention at the precise moment both platforms are fighting to convert sports viewers into active traders.
The Rubin association signals Polymarket's ambition to shed its crypto-native image and compete for mainstream cultural credibility. But brand awareness does not fund a trading account; the platform must still close the conversion gap between curious viewers and actual position-takers. Kalshi's established sports-contract liquidity captures users who arrive ready to trade, while Polymarket risks building an audience that experiments elsewhere.
The campaign joins a World Cup window already crowded with prediction-market spectacle, including billions in combined bets across Kalshi and Polymarket, as operators race to prove event contracts can handle sportsbook-scale liquidity.