New York City’s soccer obsession is about to hit another level. As the global tournament takes over screens and watch parties across the five boroughs, our Hypebeast Cup is planting its flag in SoHo for the final stop of its global run. From June 26 through July 19, 430 West Broadway transforms into a month-long destination where soccer culture collides with style, creativity and community.
Helping power the experience is Visa, the official payment partner of Hypebeast Cup. Together, the two are bringing Visa’s “Everything is a Tap In with Visa” platform off the pitch and into the physical space, turning one of football’s simplest goals into a creative thread woven throughout the entire activation. From the moment visitors step inside, the message comes to life through an overhead LED ticker and custom touches integrated throughout the venue, including the interactive soccer simulator, which will surely be a fan-favorite.
The partnership also comes with a few perks worth tapping in for. Fans who use Visa Tap to Pay at checkout will receive 10% off retail purchases and unlock access to an exclusive Visa-branded 35mm disposable camera. Before heading back out into the city, visitors can personalize their camera at a dedicated customization station stocked with tournament-inspired stickers, creating a one-of-one souvenir built to capture the summer’s biggest moments.
Elsewhere in the space, a custom digital scoreboard keeps the energy going by tracking every Tap In goal scored throughout the tournament. Part live installation, part conversation starter, the display gives fans a reason to keep checking back as the action unfolds. Whether you’re stopping by for the matches, the product drops or simply to soak in the atmosphere, Hypebeast Cup’s SoHo takeover alongside Visa is shaping up to be one of the city’s go-to football destinations this summer.
Hypebeast Cup Pop Up
430 West Broadway
New York, New York 10012
Monday – Saturday 11a- 7pm
Sunday – 11am – 6pm
Fourth of July: closed
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Felson Sajonas Managing Editor, Branded Content
Felson Sajonas is the Managing Editor of Branded Content at Hypebeast, overseeing high-impact campaigns and features that bridge editorial integrity with commercial strategy, connecting fashion and culture for a global audience. He plays a key role in shaping the platform’s voice through culturally driven storytelling and has led campaigns for brands including Nike, adidas, Oakley, Timberland, LEGO and more, spanning long-form features, interviews and social-first launches.
