adidas is making FIFA World Cup 2026 a full North American rollout with its new Home of Soccer hubs. The brand is working with host committees in Los Angeles, New York/New Jersey, and Toronto on free public activations built around soccer, music, product, retail, and local culture.
Los Angeles gets the first event on June 11th at BMO Stadium, where adidas will host a watch party for Mexico vs. South Africa. That same day will also introduce adiCup, the brand’s nationwide 3v3 tournament, before the venue shifts into a larger celebration with performances from Noodles and Peso Pluma.
New York City will carry the biggest U.S. setup. adidas is opening a 25,000-square-foot Home of Soccer space at Brooklyn Bridge Park from June 13th through July 19th, giving fans a place for match watch parties, product launches, local food and drink, retail, creator studios, and a small-sided soccer pitch. PinkPantheress and Larry June are also scheduled to perform during the run, adding more than just match-day programming to the space.
Toronto’s version will take over STACKT market from June 11th through July 19th. The free, family-friendly hub will feature outdoor screenings, food vendors, special guests, an adidas retail pop-up, customization, and The Strike Lab, where fans can try Predator and F50 boots.
adidas is also taking World Cup programming into Houston, Atlanta, Mexico City, Guadalajara, and Monterrey through select activations. On the retail side, A Ma Maniére and Sneaker Politics will be part of dedicated moments tied to the tournament.
FIFA World Cup 2026 gives adidas a huge stage, and the brand is using it for more than kits and match balls. Along with the Home of Soccer hubs, adidas will roll out 14 federation kits, the official TRIONDA match ball, and more than 3,000 tournament-connected products. More details will be shared through adidas and its official app as the event gets closer.
Stay up to date with all upcoming sneaker releases from our Sneaker Release Dates page. Be sure to follow us on Twitter and Instagram.
