What do soccer and live music have in common? Community.
Both have a way of bringing strangers together, transforming shared moments into lasting memories and creating a sense of belonging that extends far beyond the game or the song itself.
Following the launch of Backyard Legends, adidas unveiled its FIFA World Cup 26 Home of Soccer Brand Hubs, free public fan destinations in New York City and Toronto designed to celebrate football, culture, and community throughout the tournament. In addition to the two flagship hubs, adidas is hosting select events across Los Angeles, Houston, Atlanta, Mexico City, Guadalajara, and Monterrey throughout the summer.
As part of the initiative, FIFA World Cup™ and adidas' Home of Soccer have joined forces for a month-long celebration where sport, music, and community intersect. The activations kicked off on June 11 at BMO Stadium in Los Angeles with a watch party for the tournament's opening match between adidas-sponsored federations Mexico and South Africa.
From June 13 through July 19, Brooklyn Bridge Park transforms into a 25,000-square-foot fan destination, offering free FIFA World Cup™ watch parties, performances from global artists, interactive experiences, jersey customization, and a first look at adidas' latest products and innovations.
Adding to the atmosphere is New York's independent online radio station, The Lot Radio, curating a lineup of live DJ sets throughout the event.
Photo Credit: Evan Habersham
We had the opportunity to experience the New York hub firsthand on June 26, and what stood out most wasn't just the programming; it was the atmosphere. Fans of all ages came together to cheer on their teams, discover new music, and celebrate alongside one another, proving that whether it's football or live music, community is what makes the experience unforgettable.
That spirit of connection is something The Lot Radio has championed since its founding in 2016. We caught up with co-founder and DJ, Lloyd Harris, better known as DJ LLOYD, to discuss building community through music and how that mission naturally aligned with adidas' Home of Soccer initiative.
“I think The Lot Radio is one of those things that sort of organically infused itself in the community. I don't know what I was doing before The Lot Radio existed,” Harris shares. “I'm proud of communities coming together because I think before The Lot Radio, there were cliques inside of cliques, inside of crews, inside of crews, and The Lot Radio has been sort of a hub for all of those people to come together, collaborate, and create a stronger community,” Harris continues.
The partnership between The Lot Radio and adidas' Home of Soccer feels like a natural fit. Just as The Lot Radio has built its reputation on making music discovery accessible and community-driven, adidas has created an open space where fans of all backgrounds can come together through the universal language of football.
Together, they blur the lines between music and sport, demonstrating that both are at their most powerful when they create opportunities for people to connect.
As part of its Brooklyn Bridge Park activations, adidas curated a standout lineup of live performances, featuring artists including GRAMMY-nominated sensation PinkPantheress and rap standout Larry June. From the beer garden and pop-up performances to AdiCup 3v3 tournaments, jersey customization, and more, the event offers something for everyone while capturing the spirit of community at its core.
Whether you're a lifelong football fan or simply looking to soak up the energy, Emily Warren Roebling Plaza and Empire Fulton Ferry lawn in Brooklyn Bridge Park becomes more than a viewing space; it becomes a meeting point where the spirit of the game and the power of community come alive.
The venue will be closed July 3–5 for Fourth of July celebrations. While there are no matches on July 8, 12, or 13, the space will remain open to the public.
Reserve your tickets and learn more about the event here to join the adidas Home of Soccer experience.
