Hypebeast Cup’s Global Tour Ends in New York With a Month-Long Football Culture Hub

SUMMARY

• Hypebeast Cup is heading to New York City for the final stop of its global tour.
• From June 26 through July 19, SoHo will become a month-long home for football culture, creative collaboration and community.
• The programming lineup includes curated viewing experiences, jersey customization workshops, community gatherings and exclusive activations.

As football takes over the world this summer, Hypebeast is bringing its global Hypebeast Cup tour to New York City for its final stop. Following activations in Shanghai and Tokyo, with Singapore still to come, the final stop in our tour will bring a month-long to SoHo from June 26 through July 19, creating a dedicated gathering place for the international Hypebeast community as it converges on the city for the tournament’s biggest matches.

Rather than focusing solely on what happens on the pitch, Hypebeast Cup New York explores the culture surrounding the game itself. Throughout its run, the pop-up will host a rotating lineup of artists, brands and designers working at the intersection of football and youth culture, transforming the SoHo space into a hub for community, creativity and connection.

Programming will include select viewing experiences, jersey customization workshops, community hangouts and exclusive collaborations released throughout the activation. Visitors can also expect a steady rotation of events and installations celebrating the people and ideas shaping football culture today.

Alongside partners including American Crew, Depop, DoorDash, Havaianas, Toki Whisky, Touchland and Visa, Hypebeast will also collaborate with members of its global creative community. New York-based football brands Full Kit, SOCCERTES and Recovered by Mia Marquez, and UK fashion designer Hattie Crowther will each bring their own perspective to the space through a series of special activations and collaborative programming.

First launched in Shanghai in March before continuing to Tokyo, Singapore and finally, the Big Apple, Hypebeast Cup was created to celebrate football’s growing influence across fashion, design, music and contemporary culture. As the final stop of the global tour, New York brings together the communities and creative energy that have defined each chapter along the way. Hypebeast Cup New York runs from June 26 through July 19 in SoHo.

Hypebeast Cup NY

Dates: Jun 26 – Jul 19, 2026

Address: 430 West Broadway, New York 10012

Hours: Monday – Saturday 11a- 7pm, Sunday – 11am – 6pm, Fourth of July: closed️

Participating Brands

American Crew • Depop • DoorDash • Havaianas • Toki Whiskey • Touchland • Visa