On the same night the 2026 World Cup kicked off, adidas turned Los Angeles’ BMO Stadium into the city’s football headquarters. The brand’s “Home of Soccer” opening celebration drew thousands for watch parties, a 3v3 tournament launch and a free concert headlined by Peso Pluma, built in partnership with the Los Angeles World Cup 2026 Host Committee.
The day opened with the tournament itself. Fans packed in for the Opening Match, Mexico against South Africa, a meeting of two adidas-sponsored federations, before a second watch party for South Korea against Czechia kept the stadium loud into the evening.
adidas also used the night to launch adiCup, its nationwide 3v3 tournament, with the first matches played at BMO Stadium. The kickoff pulled sideline appearances from U.S. stars Emily Fox and Sam Coffey alongside legends Jürgen Klinsmann and Paul Pogba. adiCup runs all summer, with the championship final set for July 18 at the adidas Home of Soccer in New York City.
Then the music took over. A free, open-to-the-public set from DJ Noodles led into a headline performance by Peso Pluma, closing the night and tying adidas’ football push to the sound of the moment in Los Angeles.
It is the Los Angeles chapter of the same playbook adidas ran in Mexico City the same night: meet the World Cup where sport, music and local culture overlap, and do it in the host cities themselves. As the official tournament sponsor, adidas has six weeks of these moments ahead across North America.
