The Santa Monica Pier Went Full Pitchside for Michelob ULTRA’s Massive Soccer Celebration
Attendees designed custom jerseys, challenged rivals to interactive games, enjoyed live music and got a first-hand look at the Superior Player of the Match Trophy.
The Michelob ULTRA Pitchside Club is the ultimate seaside hub for soccer culture, taking over the iconic Santa Monica Pier in California for a full-run celebration from June 12 to 25. While the interactive space drew crowds daily, the energy reached a peak on June 17 for a dedicated, high-hyped evening event. Built to celebrate the sport’s massive crossover into lifestyle and fashion, the entire two-week pop-up proves that fandom has officially reached new heights. For Los Angeles soccer purists and trendsetters alike, the beachside activation became the definitive West Coast destination to soak in the tournament’s energy, illustrating just how deeply the game has woven itself into the fabric of local community culture.
Michelob Ultra
Michelob Ultra
Michelob Ultra
Michelob Ultra
Michelob Ultra
Michelob Ultra
Michelob Ultra
Style was a major anchor of the experience, particularly during the June 17 festivities, which featured a special partnership between Michelob ULTRA and HYPEBEAST that tapped directly into the rise of modern jersey culture. Attendees brought their absolute best kit game, with the most stylish fans scoring exclusive product drops, and getting featured on Hypebeast platforms. Inside a custom Locker Room installation, guests got creative by personalizing limited-edition jerseys at a live-press station using exclusive tournament and Hypebeast patches. By putting design at the forefront, the activation highlighted how the traditional soccer jersey has evolved from simple athletic gear into a core staple of contemporary streetwear.
Best Fits of the Night:
Audemars Piguet
Audemars Piguet
Audemars Piguet
Audemars Piguet
When they weren’t upgrading their wardrobes, attendees treated the pier like an interactive playground, catching daily match broadcasts while testing their own skills on the ball. The space stayed packed with fans facing off in quick-cut games of sub soccer and foosball, or trying to replicate the legendary freestyle footwork of a virtual Lionel Messi. The block-party energy was kept alive by a steady rotation of live DJ sets, surprise appearances from soccer icons, and a first-hand look at the new Superior Player of the Match Trophy.
To beat the June heat, the custom Match Bar kept the crowd refreshed with cold pours of Michelob ULTRA and Michelob ULTRA Zero, rounding out a festival that felt like a living monument to the sport. The LA Pitchside Club at the Santa Monica Pier is open to the public 21+ until June 25, RSVP here.
If you’ve missed this event, we’ve got one more in NYC to close out the big tournament. Join us at Pitchside NY at The Standard on Thursday, July 16. Get your RSVPs in here.
DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.
