A Global Fan Experience
Adidas has teamed up with the local host committees for the 2026 World Cup to create a series of public “Home of Soccer” hubs that will welcome fans across North America. The initiative transforms select venues into immersive spaces where supporters can watch matches together, join soccer‑themed activations and enjoy live performances.
The rollout begins in Los Angeles, where the brand will take over BMO Stadium on June 11 for a kickoff watch party that also features appearances by artists such as PinkPantheress and Larry June. From there, the experience travels to New York, Toronto, Houston, Atlanta, Mexico City, Guadalajara and Monterrey, each location offering its own tailored programming.
In New York, Adidas will commandeer Brooklyn Bridge Park from June 13 through July 19, turning the waterfront into a vibrant fan zone. Toronto’s hub, situated at the bustling STACKT market, runs from June 11 to July 19 and includes a special retail collaboration with A Ma Maniére that will be open from June 16 to July 16.
Mexico City, Guadalajara and Monterrey serve as the three anchor destinations for the Mexican segment of the campaign, each city hosting its own set of activations that highlight local soccer culture while tying into the broader World Cup narrative.
John Miller, president of Adidas North America, said the company is eager to celebrate the tournament’s global impact and to give fans unprecedented access to the sport’s biggest stage.
Beyond the stadium‑based events, the hubs will feature brand‑specific experiences, interactive games and a lineup of musical performances designed to keep the energy high throughout the summer.