A new venture at the intersection of wellness, fitness, and social is Sports Day, where Arcade partnered up with On Tour Club for Sports Day’s launch party - The House Warming. A social evening to kickstart the formation of Sports Day’s house communities, the event featured games where people earned their first points for their respective houses, with a live projected scoreboard tallying their achievements.

Arcade designed and produced the various touch points of the evening, from identity-driven assets and activities, to music and consumer experience. A first-of-its-kind format, On Tour’s Sports Day brought out the play in Arcade, via our exploration of wellness and fitness subcultures from a social lens - with plenty more yet to come.