Adidas has opened a series of public venues across North America that it calls the “Home of Soccer,” a network of fan zones timed to the 2026 FIFA World Cup.
A fan‑first vision
The initiative brings the tournament’s energy to city streets, parks and stadiums, letting supporters gather to watch matches, join contests and enjoy live performances.
John Miller, president of Adidas North America, said the company is “committed to the game and believes the tournament will change soccer globally.”
Spotlight on flagship locations
In Los Angeles, the hub will be anchored at BMO Stadium, where fans can attend watch parties and take part in the AdiCup 3‑on‑3 tournament.
New York’s offering occupies Brooklyn Bridge Park, featuring brand activations, custom Panini cards and shows by PinkPantheress and Larry June.
Toronto’s hub at the STACKT market provides space for trying out Adidas cleats and purchasing limited‑edition World Cup gear.
Atlanta will host a retail experience in partnership with A Ma Maniére from June 16 through July 16, blending fashion and football.
Houston’s activation, scheduled for June 28, will showcase a collaboration with Sneaker Politics, adding a sneaker‑centric twist to the fan experience.
Mexico City, Guadalajara and Monterrey each receive a dedicated hub, extending the brand’s reach south of the border and inviting local supporters to join the festivities.
Beyond the stadiums
The program also includes performances by emerging artists, pop‑up merchandise stalls and interactive games designed to deepen engagement with the sport.
By weaving together sport, culture and commerce, Adidas aims to create a lasting legacy that will echo throughout the 2026 tournament and beyond.