Hypebeast is bringing its global Hypebeast Cup tour to New York City for its final stop, creating a dedicated gathering place for the international Hypebeast community.

Hypebeast Cup New York explores the culture surrounding the game itself. The pop-up will host a rotating lineup of artists, brands, and designers working at the intersection of football and youth culture, transforming the SoHo space into a hub for community, creativity, and connection.

Programming will include select viewing experiences, jersey customization workshops, community hangouts, and exclusive collaborations released throughout the activation. Visitors can also expect a steady rotation of events and installations celebrating the people and ideas shaping football culture today.

Alongside partners including American Crew, Depop (rotating Depop sellers at screenings + vintage jerseys) , DoorDash, Havaianas, Toki Whisky, Touchland, and Visa, Hypebeast. New York-based football brands Full Kit, SOCCERTES, and Recovered by Mia Marquez, and UK fashion designer Hattie Crowther will each bring their own perspective to the space through a series of special activations and collaborative programming.

• Hypebeast Cup Details