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Don’t Miss Michelob ULTRA’s Pitchside Club—the Ultimate NYC Soccer Pop-Up
If you’re in New York City during the final week of the FIFA Club World Cup 2025™, there’s a good reason to skip the sports bar. Michelob ULTRA is taking over a corner of Midtown and turning it into a six-day celebration of soccer, culture, and community with a Pitchside Club pop-up from July 8 to 13. Part hangout spot, part immersive experience, the space is designed for fans who want to be surrounded by the game even when they’re miles from the pitch—and it’s free if you RSVP.Hosted at NYC event space SECOND (849 6th Ave.), the Pitchside Club is loaded with little details that make it more than just another fan zone. First stop: a player tunnel lined with ULTRA-rare exhibits on loan from the FIFA Museum. Pelé’s 1962 Brazil tracksuit top, a Cristiano Ronaldo match-worn Real Madrid ...
‘Hypetrak Magazine’ Tunes Into the Future With ‘Nueva Generaciónes
Hypebeast’s music vertical is making its grand return to print this coming fall. Since 2015, Hypetrak has followed the pulse of the underground and cemented itself as a leading destination dedicated to rising artistry. Toasting to music's ability to connect people across land and shores, Corona Extra is powering the anticipated return of Hypetrak Magazine. In honor of the magazine's 2025 relaunch, Hypetrak presents Nueva Generaciónes, a music initiative spotlighting tastemakers in music. An embodiment of Hypetrak's spirit to champion musical subcultures and independent creators, Nueva Generaciónes also showcases the Corona Extra mission to build moments of connection through celebration and shared experiences. From nostalgia-tinged soul to psychedelic-laced R&B to punk-infused bachata...
Hypebeast Visits: Tequila Don Julio Unveils a Sensory Tasting Experience at Mercer Labs
Every sip of Tequila Don Julio tells a story — the story of Don Julio González and his dedicated approach to perfecting the spirit, while also championing his Mexican heritage. The luxury tequila brand invited audiences to experience that story for themselves at Por Amor: An Immersive Tasting Experience at Mercer Labs. González’s journey began at his first tequila distillery in La Primavera — and now, that legacy comes to life in a high-tech, multisensory takeover. Set within the museum’s art-meets-technology space, the experience transports guests to the nutrient-rich clay soils and warm climate of the Jaliscan highlands, where the story of Tequila Don Julio first took root. The sensory installation ran from June 12-15. While some parts of the activation revealed the spirit’s origin stor...
Beyond the Track with Professional NASCAR Driver Ryan Blaney
As a NASCAR driver, life is high-speed whether you’re behind the wheel or not. It’s a career that comes along with a consistently fast-paced lifestyle, whether on the track or traveling for the next race. But 2023 NASCAR Cup Series Champion and professional driver Ryan Blaney takes it all in stride. Not only has he been racing since he was a kid, but the sport runs in his family, following in both his father's and grandfather’s footsteps.“I really just grew up with it. It was something that did sort of come second nature, but I was really comfortable being there with my dad before I even started racing. I started when I was 9, and they never pushed me to do it; they always made sure it was something I wanted to be involved in. It was a family thing; it was what I knew most. And now I've ma...
MG Motor’s Latest ZS SUV Model Arrives in the Middle East
MG Motor announces the regional launch of its all-new ZS SUV model, bringing its latest developments in design and tech to the Middle East.Having cut through the noise of the car market with its previous ZS generations, the latest arrival continues to build on the range’s success by delivering a practical combination of space and enhanced performance. From the outside, the signature sculpted shape, hunter-eye style LED headlights, and 18-inch alloy wheels are maintained, while the addition of a spoiler gives the model a new sporty quality. With inner-city driving becoming a growing factor for those in the region, the SUV offers a 1.5-liter engine with two powertrain options, including a 112 horsepower and 168 horsepower variant. Both of these options come with three drive modes that allow ...
Tequila Don Julio Unveils a Multi-Sensory Tasting Experience at Mercer Labs in NYC
Tequila Don Julio has teamed up with New York City’s Mercer Labs Museum of Art and Technology to present Por Amor: An Immersive Tasting Experience, which takes you on a journey through the Blue Weber agave harvesting process, the history and legacy of founder Don Julio González and more — using proprietary technology to reimagine how tequila is experienced and celebrated through art and technology.Mercer Labs is a cultural institution that bridges the gap between art and technology, and this is the museum’s first-ever full brand takeover. Tequila Don Julio continues to honor its long-standing tradition of pushing boundaries through innovation with this first-of-its-kind experience, which invigorates the expressions and flavors of the spirit.As guests enter the four-day only installation, t...
ZAMAERA, Damien Mirza and Roshan Light Up Kuala Lumpur at Road to FAM
The night was electric in Kuala Lumpur’s Chinatown as Malaysia’s own rap powerhouse, ZAMAERA, took center stage for the latest stop in the sold out “Road to FAM” series. In a city brimming with music, the event—held at the intimate yet pulsing Over & Above venue—proved that Southeast Asia’s next wave of artists is more than ready to claim their place on the global stage.Presented by Future Asian Music (FAM) and Levi’s®, “Road to FAM” is a city-hopping music showcase that’s been turning heads across the region. After packed-out shows in Manila and Singapore, the energy arrived in KL on May 21, where ZAMAERA headlined a night that blended hip hop, R&B, and denim culture into something uniquely Malaysian.ZAMAERA, who first made waves with her viral anthem “Helly Kelly,” didn’t disappo...
Fariz Jabba, Nash.D and Prav Debut Road to FAM Series in Singapore
Following a high-octane sold-out show in Manila, 88rising’s Future Asian Music (FAM) and Levi’s® kept the vibes high as the show continued in Singapore. The series is both a celebration of local emerging talent as well as the anniversary of the 501® jeans, a wardrobe staple that has been embedded in pop culture since 1873.Keeping the party alive, the tour traveled to Singapore’s Hard Rock Cafe on May 16th. Fariz Jabba, a musical storyteller who marries hip-hop and urban Southeast Asian sounds, hit the stage with his longtime dancers to perform his viral tracks, like “Ape Sia.” Jabba was accompanied by DJs Nash.D and Prav, who prepared the crowd for an unforgettable night of live music.The two mixed throwbacks with 2010s hits before Jabba took to the stage in a customized Levi’s® ensemble c...
FAFO: Target Experiences Sharp Decline In Sales After Dropping DEI
Target just found out that diversity matters. Their sales took a noticeable decline after dropping their DEI programming. As spotted on Daily KOS the national retailer experienced a noticeable drop of 3.8% in sales, both in store and online, compared to the year prior. Additionally, Target also saw their average transaction value decline as well […]
Zack Tabudlo, Hideki Ito and T33G33 Hit the Road with Levi’s® and 88rising’s City by City Music Series
88rising’s Future Asian Music (FAM) and Levi’s®, announced the Road to FAM series last month, honoring the global music scene and spotlighting burgeoning Asian talent. The free, multi-city performance experience will hit Singapore, Jakarta, Manila and Kuala Lumpur this month and it kicked off in high spirits in Manila.The series celebrates the next generation of talent as well as Levi’s® cultural innovation, as the tour aligns with the anniversary of the iconic 501® jeans, worn by stars of all walks of life from past generations. FAM got the party started at Manila’s Apotheka on May 14, with tickets selling out in less than a day. The inaugural show proved to be extra special as Manila-based musician Zack Tubudlo took to his hometown stage alongside local rising DJ talent Hideki Ito and T3...
Introducing the all-new Mercedes-Benz Electric G-Class
The electric Mercedes-Benz G-Class combines its classic look with amazing off-road performance and state-of-the-art EQ technology, setting a new standard for luxury and adventure in the electric vehicle market. It still has the same spirit of exploration and practicality as before.Timeless design meets cutting-edge innovationThe electric G-Class retains its iconic boxy silhouette and rugged lines, a design legacy unbroken since 1979, while integrating modern aerodynamic refinements. Key upgrades include a slightly raised hood, redesigned A-pillar trim, and rear wheel arch air curtains, which enhance aerodynamic efficiency while reducing wind noise for a quieter, more refined driving experience.The electric G-Class reinterprets its iconic rear-mounted spare wheel compartment as a sleek stor...
Step Into the New Balance Souq From This Year’s BRED Abu Dhabi Festival
Last month, New Balance made its return to BRED Abu Dhabi, joining an extensive line-up of fashion, footwear, and lifestyle brands at the five-day event.Following from its 2024 activation with Dropkick where the two brands put an alternative spin on Arabic architecture, this year’s pop-up continued to explore traditional Middle Eastern spaces with the New Balance Souq. Inspiration behind the set-up came from the region’s historical courtyards that have long been at the heart of communities and commerce. Intertwining its signature gray hues with tiled floors, mosaic walls, and bench seating, it came together to offer visitors a place to unwind amidst the bustling festival.As well as providing a chill-out zone, the “New Balance Souq” also hosted a customization booth where sneaker models cou...
