Adidas’ Home of Soccer was the premier fan zone in New York for World Cup 2026. Nestled under the Brooklyn Bridge the event space offered watch parties, brand experiences, F&B, classes and more for attendees of all ages.

For the weekend of the Final, Hit Play activated two footprints for Meta within the fan zone. The first, a @Threads pop-up space for guests in the beer garden, complete with faux press conference photo moment and a @Threads Throne for creator portraits.

For the second footprint the team built out a demo space for attendees to push their limits and experience the new Oakley performance glasses, powered by Meta AI. With sample prompts, demo specialists and a video kiosk, attendees were able to test all the features first hand.