Hypebeast Cup Concludes Its Global Tour in New York With a SoHo Clubhouse
Hypebeast, the leading global platform for contemporary culture and lifestyle, has concluded Hypebeast Cup New York, the final stop of its global tour following editions in Shanghai, Tokyo, and Singapore. Held from June 26 to July 19 at a pop-up clubhouse in SoHo, New York, the event welcomed thousands of visitors and brought together football, fashion, music, and design across a four-week program.
The clubhouse served as a destination for football fans and members of the local community to watch matches and shop a curated selection of football products and brands from HBX, including Umbro, Piet, and Adidas. The space was outfitted with turf flooring, House Under Magic speaker stacks and Lovesac seating, along with a customization station featuring New York-specific patches and Nike jerseys. Programming across the pop-up included live match gatherings, workshops, installations, product launches, and a rotating series of takeovers from the creative voices shaping football culture today.
London fashion designer Hattie Crowther opened the program with a community installation centered on her interactive Memory Archive Wall and signature hand-drawn temporary tattoos. Fashion brand Recovered followed with a live workshop transforming vintage football scarves into one-of-a-kind garments. New York-based vintage collective Full Kit hosted a weekend of curated music, workshops, and DJ sets. The program concluded with SOCCERTES, which introduced an exclusive Hypebeast collaboration of limited-edition shorts and T-shirts available only through the pop-up.
A roster of partners rounded out the clubhouse, each interpreting football culture through its own lens. Official payment partner Visa invited visitors to “Tap In” through an interactive simulator experience tied to its Everything is a Tap In with Visa campaign. DoorDash hosted the clubhouse’s opening party, featuring community games, giveaways, and an early look at the Awake NY x DoorDash capsule, alongside a New York City guide curated by Alexis Guerreros. American Crew hosted two grooming nights offering complimentary haircuts and styling, while official drink partner Toki Whisky served Japanese highballs from its highball tap.
Havaianas presented its latest flip-flop collection with customizable pins, and Touchland offered interactive sampling of its newest body mist. Depop presented football vintage from three of its vendors, including jerseys and reworked pieces, and closed the pop-up with a giveaway of four unique jerseys. Throughout the tournament, the Depop app featured Hypebeast Edit, a curated selection of community-sourced vintage.
Over the course of four weeks, Hypebeast Cup New York became a gathering space where football connected people through fashion, design, music, and community, bringing the platform’s global tour to a close.
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