Battle of the World Cup Pop-Ups: Umbro Hits the Lower East Side

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While we were trying to track down the missing Play Beautiful soccer pop-up in Nolita, Refinery29 was busy exploring Umbro's temporary store on the Lower East Side. That's right: Downtown New York has two different World Cup shops, both of which feature screenings of games and carry Umbro products.

Unlike Play Beautiful, though, the LES store is actually Umbro-branded—it's a collaboration between the company and the Alife Rivington Club. And the concept seems a little bit more geared to appeal to those of us whose primary understanding of football comes from David Beckham's abs. The store carries Umbro's World Champion Collection, which Refinery explains is "designed by some hip, worldly designers such as Andre from France and Ben Eine from England." Look for it to host live music and other events as well as match-viewing parties as long as the tournament is running.
· World Cup Shop Play Beautiful Has Disappeared, But It'll Be Back [Racked NY]
· Umbro Creates A World Cup Pop-Up [Refinery29]