Come with us inside Hypebeast Cup’s New York City takeover, where SoHo has transformed into the ultimate summer destination for soccer culture. Running through July 19 at 430 West Broadway, the latest stop of Hypebeast Cup’s global tour is a place where style, sport, and community naturally come together. In partnership with Visa, the experience invites every visitor to Tap In and celebrate the beautiful game through a series of immersive moments that begin the second you walk through the doors.

The first thing you’ll notice is the atmosphere. Suspended overhead, a glowing LED ticker flashes the message, “Everything is a Tap In with Visa,” setting the tone before guiding you deeper into the space. From there, it’s impossible to miss the interactive soccer simulator, wrapped in custom tournament graphics and ready for anyone looking to test their finishing skills. Step up, take your shot, and see if you can find the back of the net while fellow fans cheer you on.

After putting your skills to the test, make your way over to the retail area. Paying with Visa unlocks an instant 10% discount on merchandise (terms apply), while also scoring you an exclusive gift with purchase (while supplies last): a custom Visa-branded 35mm disposable camera. Before heading out, stop by the customization station to cover it in tournament-inspired stickers, turning it into a one-of-a-kind keepsake ready to document the rest of your day.

Before you leave, take one last look around. A custom digital Visa scoreboard keeps the excitement going by tracking every tap in goal scored throughout the tournament, creating a live celebration that everyone inside can be part of. Whether you’re stopping by to shop, compete on the simulator, or simply soak in the energy, Hypebeast Cup and Visa have created a space that feels less like a retail activation and more like New York City’s soccer clubhouse for the summer.

Hypebeast Cup Pop Up
430 West Broadway New York, New York 10012

Monday – Saturday 11a- 7pm
Sunday – 11am – 6pm