As the final stop of Hypebeast Cup's global tour — following Shanghai, Tokyo, and Singapore — our temporary clubhouse in SoHo welcomed thousands of visitors throughout the summer, bringing together football, fashion, music, and design under one roof. Rather than celebrating only what happened on the pitch, Hypebeast Cup focused on the culture surrounding the game, creating a space where supporters, creatives, brands, and the local community could all experience football through a different lens. Across four weeks, the clubhouse hosted live match gatherings, workshops, installations, product launches, and conversations with some of the creative voices helping shape football culture today.Kicking off the residency, London fashion designer Hattie Crowther transformed the clubhouse into an evolving community installation centered around memory and connection. Visitors contributed handwritten reflections, photographs, and tournament keepsakes to her interactive Memory Archive Wall, while receiving her signature hand-drawn temporary tattoos, turning supporters themselves into part of the artwork and reinforcing the idea that football's greatest legacy is often the people it brings together.Following in the month, fashion brand Recovered brought its celebrated upcycling practice into the clubhouse with a live customization workshop, transforming vintage football scarves into one-of-one garments. The activation offered a firsthand look at how discarded memorabilia can be given a second life through fashion, highlighting the growing relationship between football culture, sustainability, and contemporary design.New York-based vintage collective Full Kit then took over the space for a weekend with curated music programming, a jersey heat-press workshop, a button-making station built around vintage football magazines, and a special DJ set from MAD RADIO NYC.The month concluded with SOCCERTES, whose takeover offered an exclusive Hypebeast collaboration featuring limited-edition shorts and T-shirts available exclusively through the pop-up.The clubhouse itself became a destination throughout the summer's football tournament for fans and locals to drop by and catch a game. Turf flooring throughout, House Under Magic speaker stacks and Lovesac seating transformed the space into somewhere visitors could spend an afternoon, catch a match or simply meet fellow supporters between games.Alongside the programming, Hypebeast Cup was made possible through a lineup of partners that each brought their own interpretation of football culture to life.As the official payment partner, Visa invited visitors to "Tap In" through a series of interactive experiences centered around its Everything is a Tap In with Visa campaign. Guests competed in a custom reaction game inspired by the timing and precision of football, explored immersive installations and earned exclusive rewards throughout the activation.DoorDash helped kick off the clubhouse with one of its biggest nights, pairing live football with community games, exclusive giveaways and an early look at the Awake NY x DoorDash capsule while highlighting local New York recommendations curated by Alexis Guerreros. American Crew transformed the space into a grooming lounge, giving visitors fresh cuts and styling touch-ups while celebrating the rituals that surround match day as much as the match itself.Toki Whisky hosted evenings built around conversation and celebration, serving Japanese highballs as guests gathered to watch matches, connect with fellow supporters and toast football's biggest summer.Throughout the residency, Havaianas kept visitors equipped for the season with exclusive footwear moments that embraced the relaxed energy of summer football, while Touchland brought its signature design-forward essentials into the clubhouse through interactive sampling moments that kept guests refreshed between matches.Meanwhile, Depop encouraged fans to rethink football style beyond the ninety minutes, spotlighting vintage jerseys and secondhand fashion as an increasingly important part of today's football culture.Over the course of four weeks, Hypebeast Cup New York became a meeting place where football connected everyone together through fashion, design, music, and community.