The Pitch: Where Tomorrow Takes Form

For the first time since 1994, the FIFA World Cup is back on American soil — and New York is at the center of it. From June 11 through the final on July 19, the eyes of the world are on the New York–New Jersey region, with the tournament's biggest match set for just across the river. The whole city is electric.

So we did what we do best: we turned that energy into an experience.

Running the length of the tournament, The Pitch takes over the Corner Shop at our Times Square flagship, 220 W 42nd St — steps from the crowds, the chaos, and the celebration. It's our love letter to the beautiful game, reimagined through the lens of what we care about most: the technology shaping what comes next. Because the future of sport isn't just played on the field. It's worn, felt, trained, and watched in ways that didn't exist four years ago.

That's the whole idea behind the name. The Pitch is where tomorrow takes form.

Robots that play the beautiful game

The centerpiece of the activation is something you have to see to believe: humanoid robots playing soccer. Our Unitree G1 units trade their usual demos for footwork, putting on a show that's equal parts uncanny and joyful. Kids press up against the glass. Founders pull out their phones. Everyone walks away talking about it.

It's a glimpse of how far embodied AI and robotics have come — and a reminder that the line between "sci-fi" and "in-store this week" keeps getting thinner.

Watch parties on a wall of light

When the matches are live, The Pitch becomes one of the best seats in the city. Our AWALL MicroLED display turns the Corner Shop into an immersive watch-party venue, rendering every match in a level of clarity and brightness that makes a living-room TV feel like a rumor. We'll be hosting screenings throughout the group stage and into the knockout rounds — come early, the good spots go fast.

The tech behind the athlete

Great performance has always been about more than talent. The Pitch brings together the partners redefining how athletes — and the rest of us — move, recover, and perform: wearables that read your body in real time, recovery tech that turns rest into a competitive edge, and performance gear engineered for the next generation of play.

It's the same philosophy that runs through everything at tm:rw: the most exciting technology isn't something you read about. It's something you get your hands on.

Come through

The World Cup only comes around every four years — and it hasn't been here in over three decades. The Pitch is open now and runs through July 19. Whether you're chasing a match-day atmosphere, want to watch humanoid robots go end-to-end, or just need a break from the Times Square crowds, the Corner Shop is waiting.

This is where tomorrow takes form. We'll see you on The Pitch.

tm:rw is an experiential technology destination in the heart of Times Square, bringing the world's most forward-thinking brands and the people who love them into the same room.