What Went Down: Touchland Bridges Football & Fragrance Culture at Hypebeast Cup NYC

The Story

As football fever took over NYC this summer, Touchland stepped onto the pitch to showcase its new Performance Body Spray at the Hypebeast Cup pop-up in SoHo. Hosted at 430 West Broadway in New York City, a community-centered screening went down on July 15, aligning perfectly with the highly anticipated semifinals of soccer’s biggest tournament.

The evening served as a dedicated space for both sports and style-minded fans to connect over the game in an interactive, creatively charged environment. Under one roof, Touchland delivered everything from a high-energy watch party to live music curated by DJ Elena Lorenzi, and a premium lineup of crafted drinks, including the Suntory Whisky Toki “Highball” and the “Total Serve” mocktail. However, excitement extended far beyond the jumbo screen.

The pop-up brought the world of Touchland to life with the Touchland Refresh Station. Positioned right next to an on-site soccer simulator, the classic locker setup allowed guests to test out four new scents of the brand’s Performance Body Spray line — Level Up, Power Play, Total Serve, and Cool Down — keeping everyone feeling and smelling fresh whether coming off the turf or off from work. The new collection, designed for life in motion, combines a long-lasting,odor-eliminating formula with built-in skincare ingredients and lightweight scents that smell nothing like your dad’s body spray.

Meanwhile, a dedicated Touchland Jersey Customization station, centering on a limited-edition nostalgic design, ran hot all night. Guests personalized complimentary Touchland jerseys using limited-edition Hypebeast Cup heat-pressed patches inspired by the beautiful game. Ultimately, the night went from a viewing party to a hands-on styling moment that sent attendees home with a unique piece of memorabilia from a legendary season in football.

The Hypebeast Cup pop-up at 430 West Broadway in New York City will be open until August 16, 2026, from Monday–Saturday, 11 AM–7 PM and Sunday, 11 AM–6 PM.

Original report

Hypebeast

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