The Michelob ULTRA Pitchside Club is the ultimate seaside hub for soccer culture, taking over the iconic Santa Monica Pier in California for a full-run celebration from June 12 to 25. While the interactive space drew crowds daily, the energy reached a peak on June 17 for a dedicated, high-hyped evening event. Built to celebrate the sports massive crossover into lifestyle and fashion, the entire two-week pop-up proves that fandom has officially reached new heights. For Los Angeles soccer purists ...
The Santa Monica Pier Went Full Pitchside for Michelob ULTRAs Massive Soccer Celebration
Hypebeast - 18 Jun 2026 21:50
The Michelob ULTRA Pitchside Club is the ultimate seaside hub for soccer culture, taking over the iconic Santa Monica Pier in California for a full-run celebration from June 12 to 25. While the interactive space drew crowds daily, the energy reached a peak on June 17 for a dedicated, high-hyped evening event. Built to celebrate the sports massive crossover into lifestyle and fashion, the entire two-week pop-up proves that fandom has officially reached new heights. For Los Angeles soccer purists ...
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