A Global Fan Experience
adidas is rolling out a series of 'Home of Soccer' brand hubs in Los Angeles, New York and Toronto as part of its preparations for the 2026 FIFA World Cup. Each hub will serve as a focal point for fans to gather, watch matches together and engage with the brand through a mix of live programming, product launches and community events.
In Los Angeles, the activation will kick off with an opening‑match watch party at BMO Stadium on June 11, featuring the clash between Mexico and South Africa. The New York hub will occupy a 25,000‑square‑foot space at Brooklyn Bridge Park from June 13 through July 19, while Toronto’s offering will transform the STACKT market into a free, family‑friendly football festival running from June 11 to July 19.
Beyond these three flagship locations, similar activations are slated for Houston, Atlanta, Mexico City, Guadalajara and Monterrey, extending the brand’s reach across North America. adidas plans to showcase more than 3,000 tournament‑connected products, including 14 federation kits and the official TRIONDA match ball, giving supporters the chance to purchase exclusive merchandise ahead of the competition.
The hubs will feature a varied program that includes live watch parties, product unveilings and musical performances by artists such as Noodles, Peso Pluma, PinkPantheress and Larry June. These events are designed to blend sport, culture and commerce, creating a vibrant atmosphere for fans of all ages.
adidas has confirmed that the Home of Soccer experience will remain open throughout the duration of the World Cup, allowing visitors to immerse themselves in the tournament’s energy at any point. Further details and schedules will be accessible through the adidas website and its official app, ensuring that supporters can stay informed about upcoming activities.