New Balance is celebrating the final week of the World Cup by bringing the Football House to NYC this week!

Located in the heart of SoHo, the space blends performance, lifestyle, and digital culture, offering consumers the opportunity to shop, train, customize products, engage with the game, and participate in one-of-a-kind moments.

You can visit this new pop-up location for several activities and activations, as well as soccer gear to snag, as we enter the quarterfinals of the World Cup.

Come try on a pair of New Balance cleats and put them to the test with skills and drills, speed challenge, shootout challenge, and 1v1 challenge. Plus, a gaming lounge, photo moments, food, and music.

Friday, July 10: Please note that pop-up activities will not be available on this day, and we will only host the attendees of the Men in Blazers Live Show.

Saturday, July 11 | 12-2 PM: NY SCORES Community Event – Bring the biggest global football fans in your life to cheer on athletes from Miami SCORES as they participate in a skills & drills clinic with.

Sunday, July 12 | 2-4 PM: Brooklyn FC 1v1 Tournament – Come cheer on a local NYC community group for a 1v1 tournament with Brooklyn FC Coach Marlon LeBlanc as emcee.

Tuesday, July 14 | 4-7 PM: Challenge Mode with SV2 – Join creator and New Balance ambassador Eman SV2 for an interactive takeover featuring a skill challenge. Complete tasks to unlock access to his experience while connecting with him and his community.

Friday, July 17 | 4-6 PM: NY SCORES Community Event – Members of NY SCORES will recite soccer and World Cup-inspired poems during this poetry slam.