Hublot Teams Up with KidSuper as Official Partner of Rooftop Football Pitch

Hublot has officially announced its new partnership with KidSuper, unveiling a rooftop football pitch at KidSuper World in Williamsburg. This collaboration signals a powerful fusion of sport, fashion, and artistic expression.

KidSuper, founded by artist and former professional soccer player Colm Dillane, is a creative collective redefining the boundaries of American fashion and culture. Deeply rooted in the world of soccer, Dillane’s work often mirrors the sport’s global influence and emotional pull. The rooftop pitch now sitting atop KidSuper World is more than a place to play—it’s a living canvas where community, creativity, and competition coexist.

The launch event introduced a custom-designed referee board created by Dillane himself. A symbol of the collaboration’s spirit, the board represents the beginning of a series of joint initiatives that will unfold through design, performance, and interactive activations. This platform is a testament to the powerful stories that arise when craftsmanship and culture collide.

For Dillane, this project is intensely personal. Having played soccer across different cities during his youth, he views the pitch as the culmination of a lifelong passion. The partnership with Hublot gives this vision a global stage, empowering the next generation with a place that celebrates their creativity and connection to the sport.

The collaboration goes beyond aesthetics. Hublot’s influence in global football—serving as the official timekeeper for major matches and tournaments—makes it a natural partner for KidSuper’s approach to storytelling through sport. The company’s history of working with iconic athletes and visionary artists reinforces the authenticity behind this venture.

Julien Tornare, CEO of Hublot, emphasized the alignment between the two brands. He described KidSuper as bold and purposeful, a creative force that mirrors Hublot’s own values. Tornare believes this partnership is a reflection of Hublot’s commitment to shaping cultural moments through collaboration, innovation, and a genuine connection to community.

By choosing Williamsburg as the site for this pitch, Hublot and KidSuper are tapping into one of New York’s most vibrant cultural hubs. The rooftop setting reflects the urban soul of the city while offering a place for creative minds to meet and play. It becomes a symbol of how traditional spaces can be reimagined when bold ideas come together.

This rooftop pitch is not a one-time activation. It marks the beginning of an evolving creative relationship between the two brands. Future plans may include limited-edition products, global pop-ups, and on-site events that continue to blur the lines between fashion, function, and fandom.

As luxury brands expand beyond conventional retail experiences, this collaboration offers a blueprint for meaningful engagement. It is not just about watches or clothing—it is about identity, movement, and how people express themselves through design and sport.

In a time when youth culture seeks brands that resonate with their values, Hublot’s partnership with KidSuper feels timely and authentic. It shows that luxury can be inclusive, that sport can be artistic, and that collaboration can lead to unexpected and meaningful innovation.

Ultimately, this partnership delivers more than a stunning venue or artistic achievement. It brings to life a new chapter in luxury branding—where connection matters more than convention, and where a football pitch can double as a symbol of hope, style, and collective imagination.