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Adidas has partnered with the 2026 World Cup local host committees for a series of events happening across North America to coincide with the global football tournament this summer.
Adidas has now unveiled its “Home of Soccer” hubs that will be dispersed across North America during the World Cup. The space will be open to the public for fans to watch the game and participate in soccer events and other activations throughout the tournament. The host cities for the hubs include New York, Toronto, Los Angeles, Houston, Atlanta, Mexico City, Guadalajara, and Monterrey.
“Our team’s efforts for FIFA World Cup 26, spanning extensive retail partnerships, our global brand campaign, and now our North American brand hubs, signals our commitment to the game and belief that this summer’s tournament will forever change the sport globally,” John Miller, the president of Adidas North America, said. “With 14 federations, the Official Match Ball, extensive in-stadium presence and next generation product technology, we are the defining soccer brand that’ll be visible on every pitch this summer.”
Ahead of the launch, we’ve broken down each city’s respective Adidas “Home of Summer” hubs and everything you need to know about the event.
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Los Angeles kicks off the Adidas “Home of Soccer” events at the BMO Stadium in Los Angeles on Thursday, Jun 11, with a watch party at 11 a.m. PT for the match between Mexico and South Africa. The space will then shift to the opening match of the AdiCup, which is the brand’s 3 vs. 3 soccer tournament. The event will conclude with a watch party for South Korea vs. Czechia at 7 p.m. PT, followed by a free performance by Noodles and Peso Pluma.
Adidas will take over the 25,000 sq. ft. Brooklyn Bridge Park for the New York City portion of its “Home of Soccer” hub from June 13 to July 19. Throughout that time frame, fans will be able to gather to watch the tournament matches. A number of brand activations will also take place during the month-long event, including the chance to create custom Panini cards, access to purchase exclusive World Cup merch, participate in soccer games, and more. Fans can also expect performances from PinkPantheress and Larry June, and signups for the concerts will be announced at a later date.
Toronto’s “Home of Soccer” hub will be located at the STACKT market from June 11 to July 19. Much like New York, an outdoor space will be dedicated to playing whatever games are happening throughout the tournament. There’s also a space for fans to test out the brand’s Predator or F50 cleats, shop FIFA World Cup gear, as well as a lineup of experiences through the Adidas Studio space.
Adidas is partnering with collaborator and sneaker boutique A Ma Maniére for a retail experience from June 16 to July 16. Additional details regarding the partnership have yet to be announced.
Similar to Atlanta, Adidas has tapped Sneaker Politics for a retail activation on June 28. Specific details will be announced at a later date.
Mexico City, Guadalajara, and Monterrey have been named the three destinations for Mexico’s Adidas “Home of Soccer” hubs. Additional information surrounding the activation plans will be announced soon.
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