Michelob ULTRA Hosts Hypebeast Night in NYC

Michelob ULTRA's Pitchside Club is launching its New York City presence with Hypebeast Night on July 17 at The Standard Biergarten. This event aims to merge global soccer tournament energy with modern streetwear culture, transforming the venue into a block party celebrating the intersection of these two domains. The event is designed to attract attendees interested in both the "beautiful game" and contemporary fashion.

A central feature of Hypebeast Night will be the interactive Michelob ULTRA Locker Room, a premium space curated by Hypebeast. This area will allow attendees to obtain a free, limited-edition Pitchside Club jersey. Brand ambassadors will assist guests in selecting sizes from sample racks and then guide them through customization kiosks. Attendees can choose from various patches, including Michelob ULTRA and Hypebeast branding, New York City motifs, and graphics designed by Hypebeast. A production team will then live-press these custom designs onto the jerseys.

The event also includes an on-site "Find the Fits" competition, where a soccer fashion expert will scout guests for their creative apparel. Judging criteria include jersey selection, rarity, styling originality, and accessory choices. Top trendsetters will receive an extended "Superior Fit Check," expedited entry, an exclusive Hypebeast tracksuit, and recognition on Hypebeast's social media channels. The event will feature a custom Match Bar for entertainment throughout the evening, aiming to maintain a vibrant atmosphere from start to finish.