In partnership with the FIFA World Cup 2026™ NYNJ Host Committee, NYC will serve as the center of adidas’ activations in the United States, bringing together cultural tastemakers, fans, athletes and artists. Spanning more than 25,000 square feet at Brooklyn Bridge Park, the free, open-to-the-public space will start on Saturday, June 13 and run through Sunday, July 19. It’s designed to be a true public square for soccer—a place to gather, watch, play, and celebrate shared passion for the game.
As part of the activations at Brooklyn Bridge Park, adidas has curated a star-studded lineup of artists set to perform at the space, including GRAMMY-nominated icon PinkPantheress and rap phenom Larry June on June 26, plus a surprise performance on July 19.
With the ability to host more than 3,500 fans, the space includes a watch party area for matches throughout the tournament, as well as:
Food and Beverage: Curated local food and drink vendors, including a beer garden for those aged 21+. Coca-Cola will have branded airstream beverage trailers throughout the space, as well as a unique product customization experience on June 19, featuring a performance by Bronx-native DJ Whutever.
Retail: Access to adidas’ full range of World Cup product, including 14 federation kits and collections, premium footwear and the U.S. Denim Collection.
Stripes Exchange: A retail and cultural marketplace featuring exclusive product drops and releases, local vendors, vintage collectors’ items and customization, allowing fans to create and collect unique merchandise.
The Pitch: A premium small-side soccer pitch featuring a two-floor buildout for fans, creators and streamers. The Pitch will feature 3v3 games that are part of adiCup starting in Los Angeles on June 11 and culminating in the final on July 18, celebrating the joy of pick-up play. When not used for the tournament, fans will be able to rent the pitch for free via the PLEI Additionally, the U.S. Soccer Foundation will host a series of 4v4 pitch takeovers for Just Ball League, a joint program by adidas and the Foundation to expand youth access to soccer through free programming and mini-pitches.
adidas Content Studios: A live and recorded broadcast studio inside the space, capturing the best moments and broadcasting within the hub.
Airbnb: In partnership with Airbnb, fans will have the opportunity to book an exclusive 90-minute experience with world-class designers from adidas, offering rare access to the creative process behind this summer’s most iconic football kits.
Panini: Fans in attendance will have access to Panini’s FIFA World Cup 26 card and sticker collections, as well as the opportunity to create their own personalized Panini x adidas card.
Brawl Stars: Mobile game sensation Brawl Stars will activate within the space on June 20 and 21, giving fans the opportunity to score on a keeper bot.
Movie Screening: In partnership with Imagine Entertainment, select screenings of the Summer of ’94, an Imagine Documentaries, Delirio Films and Copper Pot Pictures film focused on the historic FIFA World Cup more than three decades ago and its lasting impact on soccer culture in America. Fans in attendance will receive exclusive Panini cards celebrating the S. Denim Collection.
Open every day from 12PM-10PM June 13 - July 19.