Hypebeast Cup New York Opens Football Clubhouse

Hypebeast Cup New York launched its unofficial football clubhouse on June 19, 2024, serving as a central hub for experiencing the sport's culture beyond the field. Located at 430 West Broadway, the pop-up will remain open until July 19, marking the final stop of Hypebeast Cup's international tour, which previously included activations in Shanghai, Tokyo, and Singapore. The clubhouse aims to explore aspects surrounding football, including fashion, design, music, and the creative communities influencing the sport's culture.

The space features turf flooring, speaker systems provided by House Under Magic, and Lovesac seating designed to encourage longer stays. Throughout its duration, the clubhouse has been dynamically updated with contributions from a rotating roster of designers, brands, and collaborators. Key partners for the activation include American Crew, Depop, DoorDash, Havaianas, Toki Whisky, Touchland, and Visa. Hypebeast also collaborated with its global creative network, featuring New York-based football brands Full Kit, SOCCERTES, and Recovered, as well as London designer Hattie Crowther, to reimagine the concept of a football clubhouse.

Permanent installations within the clubhouse are inspired by the world of football. Havaianas has established a customization studio focused on its football-themed sandal collection. Suntory Toki Whisky's Hi-Fi Lounge provides the audio backdrop for match screenings, offering cocktails and displaying a limited-edition football jersey inspired by Tokyo's streetwear. Visitors using Visa for purchases can receive a 10% discount and access exclusive gifts and customization offers. Starting July 8, Recovered will introduce its upcycling methods for football memorabilia into the clubhouse.