What Went Down: Touchland Bridges Football & Fragrance Culture at Hypebeast Cup NYC
Featuring exclusive jersey customizations, signature cocktails, and the all-new Performance Body Spray collection.
As football fever took over NYC this summer, Touchland stepped onto the pitch to showcase its new Performance Body Spray at the Hypebeast Cup pop-up in SoHo. Hosted at 430 West Broadway in New York City, a community-centered screening went down on July 15, aligning perfectly with the highly anticipated semifinals of soccer’s biggest tournament.
The evening served as a dedicated space for both sports and style-minded fans to connect over the game in an interactive, creatively charged environment. Under one roof, Touchland delivered everything from a high-energy watch party to live music curated by DJ Elena Lorenzi, and a premium lineup of crafted drinks, including the Suntory Whisky Toki “Highball” and the “Total Serve” mocktail. However, excitement extended far beyond the jumbo screen.
The pop-up brought the world of Touchland to life with the Touchland Refresh Station. Positioned right next to an on-site soccer simulator, the classic locker setup allowed guests to test out four new scents of the brand’s Performance Body Spray line — Level Up, Power Play, Total Serve, and Cool Down — keeping everyone feeling and smelling fresh whether coming off the turf or off from work. The new collection, designed for life in motion, combines a long-lasting,odor-eliminating formula with built-in skincare ingredients and lightweight scents that smell nothing like your dad’s body spray.
Meanwhile, a dedicated Touchland Jersey Customization station, centering on a limited-edition nostalgic design, ran hot all night. Guests personalized complimentary Touchland jerseys using limited-edition Hypebeast Cup heat-pressed patches inspired by the beautiful game. Ultimately, the night went from a viewing party to a hands-on styling moment that sent attendees home with a unique piece of memorabilia from a legendary season in football.
The Hypebeast Cup pop-up at 430 West Broadway in New York City will be open until August 16, 2026, from Monday–Saturday, 11 AM–7 PM and Sunday, 11 AM–6 PM.
