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    Michelob ULTRA is stepping into full FIFA World Cup™ mode with an exclusive capsule built for the people who like to add style and flair to matchday. The Pitchside capsule is centered around a co-designed jersey and technical tracksuit that blends football energy with the kind of elevated lifestyle both brands have become known for. The pieces genuinely tap into the growing crossover between global sport culture, fashion, and the everyday uniform of modern fandom.As part of the reveal, our Streetsnaps series lookbook trades the glossy studio for the raw energy city soccer courts. Shot against the backdrop of city fences and sun-drenched pavement, the editorial captures the fluid movement of the game—ball handling, casual kicks, and post-match hangs—while highlighting the technical details of the gear. It’s a love letter to the "sport-meets-street" tension, where a well-coordinated fit speaks to how one defines the game in the realm of style. A sleek, monochromatic palette with bold branding makes the collection feel both nostalgic and futuristic. The jersey features a crisp "26" on the back, nodding to the tournament year, while the tracksuit incorporates subtle hits of grey and the iconic red ribbon associated with the ULTRA identity. Whether styled with vintage grails or modern sneakers, the pieces are designed to be versatile enough for a pre-game warmup or a late-night celebration at the local pub.For those looking to put their own spin on the collection, the collaborative spirit extends beyond the lookbook. The jerseys will be free and available to customize at upcoming Pitchside Club pop-up events in Los Angeles and New York City, while the tracksuits are special friends and family pieces. Attendees can even visit the on-site Kit Bar to personalize their jersey with exclusive Hypebeast patches, embroidery and more ensuring that while passion for the game is universal, the fit remains entirely individual. You can get your hands on the jerseys and patches at the dedicated Michelob ULTRA Pitchside Club events at the Santa Monica Pier in California on June 17 and at NYC’s Standard Biergarten on July 16. RSVP here.DISCLAIMER:We discourage irresponsible and/or underage drinking. Drink responsibly and legally.

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