Here's What Went Down at Hypebeast Night for Michelob ULTRA's Pitchside Club NYC Event

On July 10, Hypebeast Night lit up Michelob ULTRA’s Pitchside Club at SECOND (849 6th Ave.) with a celebration of soccer culture, personal style and community. Guests were treated to the exclusive release of the limited-edition black Hypebeast jerseys—offered in both collared and non-collared styles. Fans also had the chance to fully customize their kits on the spot with heat-press graphics, embroidery, and a curated selection of event-only patches at The Hypebeast Kit Bar.

Helping fans perfect their looks was NYC-based stylist @mrlbf, who brought his sharp eye and personal flair to guide guests through styling sessions. Whether it was helping coordinate layers or suggesting which patches to stack, he made sure everyone left looking like they’d just stepped out of a campaign shoot. The space buzzed with creativity as guests lined up to personalize their jerseys, snapping photos of the transformation process in real time.

The energy in the room was boosted by Michelob ULTRA at the bar, providing crisp pours to fuel the night’s excitement. With music pulsing through the space, the atmosphere had fans mingling between kit stations, foosball tables, and the Lovesac Lounge. Some even tried their luck going head-to-head with a digital Messi in the G.O.A.T. challenge.

Lastly, vintage lovers were also in for a treat, with Classic Football Shirts NYC showcasing a rare collection of throwback kits and global club classics. Digital installations throughout the space highlighted the evolution of jersey design—offering context on how aesthetics, materials, and branding have changed across eras and clubs.

Michelob ULTRA’s Pitchside Club took over NYC from July 8 to 13, culminating in a screening of the Sunday championship match between Chelsea and Paris Saint-Germain. The weekend was packed with standout moments, including a live show featuring Men in Blazers host Roger Bennett, who interviewed special guests at the club. On Saturday, the Meet the Legends panel presented by Michelob ULTRA x Uninterrupted brought together Alex Morgan, Dax McCarty, and Sabrina Ionescu for a lively conversation about the culture and future of the game. The night wrapped with the Pitchside Party, where fans showed up in their favorite soccer jerseys and danced to high-energy sets by DJ Florencia Galarza and Axwell.