Inside Hypebeast Cup New York's Football Clubhouse

As football’s biggest tournament continues to take over New York this summer, Hypebeast Cup is the city’s unofficial clubhouse to experience all the sport has to offer beyond the pitch.

Located at 430 West Broadway and open through July 19, the month-long pop-up marks the final stop of Hypebeast Cup’s global tour following activations in Shanghai, Tokyo and Singapore. But rather than focusing solely on what happens on the pitch, the space explores everything happening around it, from fashion and design to music and the creative communities redefining football culture today.

Inside you’ll find turf underfoot, towering speaker stacks courtesy of House Under Magic and sprawling Lovesac seating that encourages visitors to stay a little longer. Over the course of the activation, the clubhouse has continued to evolve through a rotating lineup of designers, brands and collaborators, each leaving their own imprint on the space.

Alongside partners American Crew, Depop, DoorDash, Havaianas, Toki Whisky, Touchland and Visa, Hypebeast invited members of its global creative community — including New York football brands Full Kit, SOCCERTES and Recovered, alongside London-based designer Hattie Crowther — to reinterpret what a football clubhouse can look and feel like.

Anchoring the month-long activation are permanent installations inspired by the world of football. Havaianas has transformed part of the space into a customization studio centered around its football-inspired sandal collection, while Suntory Toki Whisky’s Hi-Fi Lounge has become the soundtrack to every match screening, complete with cocktails and a permanent display of its limited-edition football jersey inspired by Tokyo’s streetwear culture.

Visitors paying with Visa can also receive 10% off purchases throughout the activation while unlocking exclusive gifts and customization incentives. Nike jersey customization also remains available through July 19, while supplies last. Meanwhile, DoorDash continues to reward shoppers throughout the activation, with the first in-store purchase each day automatically entered to win a piece from the exclusive DoorDash x Awake NY capsule. Visitors who make a purchase using an active DashPass membership will also receive an additional giveaway entry

Beginning July 5, Recovered moves into the clubhouse, bringing its signature approach to upcycling football memorabilia. On July 9, the brand will host a sold-out workshop transforming vintage football scarves into one-of-one shirts before its residency concludes on July 10. From July 11–13, Full Kit takes over with curated music programming, a jersey heat-press workshop, a button-making station built around vintage football magazines and a special DJ set from MAD RADIO NYC. The final residency belongs to SOCCERTES, which arrives July 14–19 with an exclusive Hypebeast collaboration featuring limited-edition shorts and T-shirts available exclusively through the pop-up.

The clubhouse will also continue hosting live match screenings throughout the tournament, including Morocco vs. France on Thursday, July 9, from 4–7 p.m. ET, featuring music curated by MAD RADIO NYC, followed by Norway vs. England on Saturday, July 11, from 5–8 p.m. ET with Full Kit. Registration remains open for both events, as well as Full Kit’s 10-person jersey customization workshop. RSVP for the July 9 live match screening here, the July 11 match screening here, and the Full Kit jersey customization workshop here. Please note that all events are 21+ and RSVP does not guarantee entry.

Hypebeast Cup New York remains open through July 19 at 430 West Broadway in SoHo. The space is open Monday through Saturday from 11 a.m. – 7 p.m. and Sunday from 11 a.m. – 6 p.m.