World Cup Cuts brought the tournament to the neighborhood. For StubHub, we transformed working barbershops in Los Angeles and Harlem into pop-up fan hubs, re-skinning chairs, floors, and walls with real memorabilia so each shop felt like part of the game rather than a pop-up dropped into it.
The two cities got distinct looks — LA bold and street-driven, Harlem timeless and rooted in barbershop heritage. The menu was the campaign itself: cuts named after the tournament's most iconic players, bookable straight through StubHub.
“We didn't want to drop the same activation into two different cities — we wanted each space to feel like it belonged there. Los Angeles inspired a bold, street-driven interpretation of football culture, while Harlem called for something more timeless, drawing on the heritage of neighborhood barbershops and the history of the game. The common thread was designing spaces that celebrated the rituals, communities, and everyday moments that make football more than just a sport.”
