Michelob ULTRA and Hypebeast Host Soccer-Style Event in NYC

Michelob ULTRA's Pitchside Club hosted a "Hypebeast Night" at The Standard Biergarten in New York City, merging soccer culture with modern streetwear. This event, following a previous activation at the Santa Monica Pier, aimed to bring the energy of global soccer tournaments to the East Coast, celebrating the city's creative community through match-day style.

The central attraction was the "Michelob ULTRA Locker Room," a collaborative space with Hypebeast where attendees could customize limited-edition Pitchside Club jerseys. Guests selected patches featuring NYC motifs, Hypebeast graphics, and sleek branding, with live-pressing services available on-site. This interactive experience allowed attendees to act as designers for their own unique apparel.

Adding to the fashion focus, the "Find the Fits" competition scouted guests for their original outfits. A soccer fashion expert judged participants on styling originality, jersey rarity, and accessory choices. Winners received exclusive Hypebeast tracksuits and post-event recognition across Hypebeast's social media channels, alongside the privilege of skipping lines.

The event also featured entertainment from the "Match Bar," including dynamic soccer freestyle performers on the main stage and continuous live DJ sets. Attendees enjoyed Michelob ULTRA beverages throughout the evening, which concluded with the final whistle of a soccer match.