This summer, Macy’s is bringing the world’s game to life with Macy’s World Soccer HQ—a dynamic, omnichannel experience designed to connect fans to the sport through product, storytelling and community.
As soccer’s popularity surges across the U.S., access to the sport has not kept pace—particularly in underresourced neighborhoods. Across New York City, thousands of young people still lack safe, accessible places to play, contributing to what organizations call “soccer deserts.”
Macy’s is addressing this gap by partnering with the U.S. Soccer Foundation, turning its World Soccer HQ platform into a vehicle for both engagement and impact—connecting customers to the sport while supporting increased access for local youth.
Rooted in the belief that soccer is more than a game, Macy’s World Soccer HQ brings together commerce, culture and community. Through immersive retail experiences, storytelling and youth-focused initiatives, the campaign invites fans not only to celebrate the sport but to be part of growing it.
“We’re honored to celebrate this global sport by bringing Macy’s World Soccer HQ to life, a one-stop destination where fans can discover everything they need to show their passion for the sport,” said Daniel Leppo, SVP, merchandising, men’s and kids, Macy’s. “Featuring assortments from Nike, Adidas, Puma and more, this experience reflects our belief that celebrations start at Macy’s, offering customers a place to shop, connect and support something bigger than the game itself.”
A Destination for Every Fan
At Macy’s Herald Square flagship, guests can step into an immersive world soccer marketplace inspired by the energy and global spirit of the game. The space brings together vibrant, country-driven displays, full-family assortments and interactive moments in one cohesive experience.
Visitors can explore a curated collection spanning soccer jerseys, training apparel, accessories and collectibles from leading global brands, alongside lifestyle pieces influenced by soccer’s impact on fashion and culture. The destination also comes to life through a range of engaging in-store elements—including athlete-inspired photo opportunities, immersive tunnel moments and digital activations—creating a social, high-energy environment where fans can shop and celebrate.
Macy’s Partners With US Soccer Foundation
Through its partnership with the U.S. Soccer Foundation, Macy’s is supporting efforts to expand access to the sport in underserved communities. The initiative includes a kick-start donation to the foundation and a dedicated soccer experience for local youth, helping introduce and grow the game at the grassroots level while raising awareness of soccer deserts across New York City.
“We’re thrilled to partner with Macy’s to expand access to soccer for young people,” said Diana Martin, chief external relations officer at the U.S. Soccer Foundation. “By creating more safe places to play and connecting youth with trained coach-mentors, we’re helping more kids thrive—on and off the field.”
To expand access to the game in underresourced communities, the U.S. Soccer Foundation has installed 88 mini-pitches across the greater New York City metro area. Made possible through a range of partnerships since 2015, these spaces provide safe places for youth to play and grow. The foundation has also reached more than 571,000 young people in the region through its proven school-based and after-school programs and has trained 3,000 coach-mentors to deliver high-quality youth programming.
