adidas Unveils “Home of Soccer” World Cup Hubs

adidas is going all-in for FIFA World Cup 26, unveiling its new “Home of Soccer” brand hubs across key North American cities ahead of next summer’s tournament. Developed in partnership with host committees in Los Angeles, New York/New Jersey, and Toronto, the initiative will bring together sport, culture, music, product, and community programming throughout the World Cup.

The rollout begins in Los Angeles on June 11, where adidas will host an opening-match watch party at BMO Stadium for Mexico vs. South Africa. The day will also introduce the adiCup, adidas’ nationwide 3v3 tournament, before the venue shifts into a broader celebration with performances from Noodles and Peso Pluma.

“Note”LA Activation Rendering.

New York City will serve as the centerpiece of adidas’ U.S. activations, with a 25,000-square-foot Home of Soccer hub opening at Brooklyn Bridge Park from June 13 through July 19. The free public space will host watch parties, product launches, local food and beverage vendors, a small-sided soccer pitch, creator-focused content studios, retail experiences, and exclusive programming. Performances from PinkPantheress and Larry June are also planned, adding a major music component to the month-long activation.

“Note”NYC Activation Rendering.

In Toronto, adidas will take over STACKT market from June 11 through July 19, transforming the space into a free, family-friendly football festival. The Canadian hub will include outdoor watch parties, an adidas retail pop-up, special guests, food vendors, on-site customization, and The Strike Lab, where fans can test Predator and F50 boots.

“Note”Toronto Activation Rendering.

Beyond Los Angeles, New York, and Toronto, adidas will also host select activations in Houston, Atlanta, Mexico City, Guadalajara, and Monterrey, while partnering with A Ma Maniére and Sneaker Politics for dedicated retail moments.

With 14 federation kits, the official TRIONDA match ball, and more than 3,000 tournament-connected products, adidas is positioning itself at the center of FIFA World Cup 2026. The adidas Home of Soccer experience will be open throughout the tournament, with more details available via adidas and its official app.

Until then, make sure to grab your World Cup 2026 from adidas.com.