DoorDash Transforms SoHo Space Into Soccer Fan Hub

DoorDash transformed the Hypebeast Cup Clubhouse at 430 West Broadway in SoHo into a premier soccer fan destination on June 26. The space, designed to capture the energy of major global sports tournaments, welcomed creatives, fashion enthusiasts, and soccer fans. It featured turf-lined floors, extensive seating by Lovesac, and a community-focused atmosphere that blended match-day excitement with cultural elements.

Integral to the experience was DoorDash's provision of food from Rumba Cubana and drinks from Casamigos, enhancing the communal aspect of the event. A significant highlight was the unveiling of a new capsule collection designed by Angelo Baque in collaboration with DoorDash and Awake NY. This soccer-inspired apparel, including a standout red checkerboard jersey, camouflage shorts, and a black quarter-zip, was displayed throughout the venue, inviting guests to appreciate Baque's detailed designs.

The collection's aesthetic was described as rooted in the neighborhoods that have historically shaped New York's soccer culture, with pieces like the shorts featuring mesh construction and a prominent number 10. The event also offered interactive elements beyond apparel, such as games and challenges. Attendees learned about how daily purchases and a DashPass membership could yield rewards, including entries for giveaways of the Awake NY x DoorDash capsule.

Further customization opportunities were available through embroidered patches featuring phrases like "2026 NYC" and "Deliver Us to Fútbol." The evening successfully merged soccer and style, creating a dynamic environment filled with live match broadcasts, discussions on soccer culture, and a lively social atmosphere, positioning the clubhouse as a key spot for fans during the tournament.