Macy’s Kicks Off Summer as the Ultimate World Soccer HQ, Bringing the Global Game to Life Nationwide

In partnership with the U.S. Soccer Foundation, Macy’s is helping expand access to the game across New York City

NEW YORK--(BUSINESS WIRE)--This summer, Macy’s brings 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 under-resourced 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 World Soccer HQ extends beyond Herald Square to Macys.com and select stores nationwide, making the assortment accessible to fans everywhere. The assortment also serves as a Father’s Day gifting destination, with options ranging from official team kits to everyday fan essentials.

Macy’s Partners with U.S. 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 under-resourced 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.

Celebrations Start at Macy’s

Macy’s is extending the excitement nationwide through a series of retail experiences and community activations that bring fans closer to the game.

On Saturday, June 13, Macy’s Celebration Saturdays will serve as a cornerstone of the program, featuring athlete appearances, live entertainment and on-site product customization, alongside curated offerings highlighted in Macy’s Father’s Day Gift Guide to inspire fans shopping for the occasion.

On Saturday, June 20, fans in Atlanta, Miami and the New York Metro area, will have the opportunity to win tickets to their local world soccer playoff by entering to win in-store at Macy’s Lenox Square, Macy’s Aventura and Macy’s Garden State Plaza. There is no purchase necessary to enter the sweepstakes. Official Rules will be available in store.

About Macy’s

Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M), helps customers celebrate – from everyday moments to life’s biggest occasions – with a curated assortment across apparel, home, beauty, accessories and more. Each year, Macy’s brings the nation together through two of its most beloved traditions: Macy’s Thanksgiving Day Parade and Macy’s 4th of July Fireworks, entertaining millions. Celebrate big and small moments in stores nationwide, at macys.com, or on the Macy’s app. For more information on Macy’s, Inc., visit www.macysinc.com.

About the U.S. Soccer Foundation

As the national leader for sports-based youth development in under-resourced areas, the U.S. Soccer Foundation is on a mission to let soccer do what it does: change absolutely everything. Founded as a legacy of the 1994 FIFA World Cup, the Foundation provides underserved communities access to innovative play spaces and evidence-based soccer programs that instill hope, foster well-being, and help youth achieve their fullest potential. Headquartered in Washington, D.C., the U.S. Soccer Foundation is a 501(c)(3) organization. For more information visit www.ussoccerfoundation.org or follow us on LinkedIn and Instagram.