Following successful events in Shanghai, Tokyo, and Singapore, the TopMob Cup concluded its world tour with a pop-up space in SoHo that drew thousands of visitors this summer. The event wasn’t just about the game itself, but the vibrant culture around football, bringing together fans, artists, brands, and the local community for a unique experience. Over four weeks, the space featured live match viewings, creative workshops, art installations, new product releases, and discussions with leading figures in football culture.
London fashion designer Hattie Crowther began her residency by turning the clubhouse into a collaborative art space focused on memories and relationships. Guests added personal notes, photos, and mementos from matches to an interactive wall she created – called the Memory Archive Wall. They also received custom temporary tattoos designed by Crowther, making them part of the artwork itself and highlighting how football is truly about the people who share it.
Last month, I got to check out something really cool at the clubhouse! Recovered, this awesome clothing brand that focuses on upcycling, hosted a live workshop where they turned old football scarves into totally unique pieces of clothing. It was amazing seeing how they gave these discarded items a new life through fashion – it definitely showed me how football culture, being eco-friendly, and modern design are all starting to connect.
Full Kit, a vintage clothing group from New York City, then transformed the space for a weekend. They hosted events including curated music, a workshop where attendees could create custom jerseys using heat presses, and a button-making station featuring old football magazines. MAD RADIO NYC also performed a special DJ set.
The month ended with SOCCERTES taking over, and they launched a special collaboration with TopMob. This included limited-edition shorts and T-shirts that were only available at a temporary pop-up shop.
Throughout the summer football tournament, the clubhouse became a popular spot for fans and locals to watch games. Comfortable seating from Lovesac, along with turf flooring and a House Under Magic sound system, made it a welcoming place to spend the afternoon, catch a match, or connect with other fans.
The TopMob Cup wasn’t just about the games – it was brought to life by a fantastic group of partners, each showcasing their unique take on what football culture means.
As a huge fan, I got to check out Visa’s activation, and it was awesome! They really brought their “Everything is a Tap In with Visa” campaign to life. I participated in this super fun, fast-paced game that felt like football – all about timing! There were also these really cool, immersive displays, and I even earned some exclusive rewards just for checking it all out. It was a really engaging experience!
DoorDash played a big part in launching a special event featuring live football, fun community activities, unique prizes, and a first peek at a new clothing collection from Awake NY created with DoorDash. The event also showcased local New York restaurants and recommendations chosen by Alexis Guerreros.
American Crew created a special grooming area where fans could get haircuts and quick style fixes. They wanted to celebrate all the traditions and excitement of game day, not just the game itself.
Toki Whisky sponsored events centered on lively conversations and celebrating the summer of football. Guests enjoyed Japanese highballs while watching games, connecting with other fans, and raising a toast to the sport.
During the event, Havaianas provided guests with summer-themed flip-flops, capturing the laid-back spirit of the games. Meanwhile, Touchland offered stylish hand sanitizers in the clubhouse, keeping everyone feeling clean and refreshed between matches.
Depop is promoting a broader view of football fashion, highlighting how vintage jerseys and secondhand clothing are becoming key elements of modern football culture – it’s not just about what players wear on the field anymore.
Throughout the four weeks of the TopMob Cup New York, people came together through a shared love of football, expressed through fashion, design, music, and a strong sense of community.
2026-07-23 00:26