Hypebeast Cup Is Coming to New York City

After stops in Shanghai, Tokyo and an upcoming stop in Singapore, Hypebeast Cup is making its final stop in New York City. As football takes over the Big Apple this summer, we’re transforming SoHo into a month-long home base for the global Hypebeast community to celebrate the sport’s impact beyond the pitch from June 26 through July 19.

Located at the heart of downtown Manhattan, Hypebeast Cup New York will bring together football, fashion and creativity through a rotating lineup of community events, collaborative projects and cultural programming. Throughout the month, visitors can expect communal match screenings, jersey customization, workshops, special product releases and exclusive activations with partners including American Crew, Depop, DoorDash, Havaianas, Toki Whisky, Touchland and Visa. We’ll also be hosting programming with members of our creative community, including New York brands Full Kit, SOCCERTES and Recovered, in addition to UK-based designer Hattie Crowther.

Whether you’re visiting for the global tournament or call the city home, Hypebeast Cup will be where football culture comes together in New York City. Stop by, meet fellow fans, pick up exclusive products and experience the people, ideas and brands shaping the game beyond the pitch