Peso Pluma, PinkPantheress Rock With adidas

adidas is turning the FIFA World Cup 2026 into a full-on culture play. The sportswear giant’s massive Home of Soccer activations will take over New York, Toronto, Los Angeles and beyond this summer — blending football, music, fashion and street culture into a month-long festival circuit timed to the tournament.

In Los Angeles, adidas will launch its World Cup programming June 11 at BMO Stadium with a watch party for Mexico vs. South Africa before handing the stage over to Peso Pluma. The Grammy-winning Mexican superstar will headline a free performance celebrating the opening of the tournament.

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Meanwhile, across the country in New York, adidas is planting its flag at Brooklyn Bridge Park with a sprawling 25,000-square-foot Home of Soccer hub running June 13 through July 19. The waterfront takeover will feature free watch parties, soccer tournaments, pop-ups, exclusive merch drops, and performances from artists including PinkPantheress and Bay Area rapper Larry June.

Alongside match screenings, fans can hit a custom-built small-sided pitch, shop limited-edition collections, create personalized Panini cards and catch live broadcasts from adidas’ on-site content studio. Toronto is also getting its own version of the experience at STACKT Market, where adidas Canada will host daily World Cup watch parties, food collaborations, athlete appearances and interactive Predator vs. F50 boot challenges through July 19.

Outside the major hubs, adidas says additional events are planned for Houston, Atlanta, Mexico City, Guadalajara and Monterrey throughout the tournament.

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