Complex and ESPN Launch SoHo Flagship Collaboration With Exclusive Drops

Complex and ESPN have officially teamed up to launch one of the most buzzed-about pop culture and sports collaborations of 2025, a grand joint activation celebrating the opening of Complex’s new SoHo flagship store and the nationwide rollout of the revamped ESPN app. Spanning multiple weeks and featuring celebrity-driven events, exclusive drops, and immersive brand experiences, the partnership represents the latest milestone in the ever-deepening convergence of sports, streetwear, media, and community.

Where Culture, Community, and Sports Converge

The extended event, running August 22 through September 6 at Complex New York, sees ESPN “take over” the SoHo flagship for a three-week interactive experience, an environment designed to drop fans right into the heart of the ESPN universe. The entire store is transformed: expect a jaw-dropping display of stacked CRT TVs, LED panels, and flat screens blasting SportsCenter highlights, app demos, and vintage ESPN clips. The centerpiece? The iconic SportsCenter desk is an irresistible photo op for longtime fans.

Attendees can:

• Explore rare archival ESPN apparel

• Shop exclusive, event-only ESPN x Complex merchandise

• Experience original content celebrating ESPN’s legacy, evolution, and digital future

This combined vision realizes ESPN’s and Complex’s shared goal: to make sports and pop culture feel alive for today’s cross-platform audience.

ESPN US Open Watch Party: Saturday, August 30

The sports-culture mashup reaches new heights with an epic ESPN US Open Watch Party at Complex on Saturday, August 30. The SoHo space will become the ultimate urban viewing hub for tennis and college football, streaming key US Open matches and NCAA football games.

• Sports fans get public, free access to the event

• Pose at the original SportsCenter desk

• Grab exclusive ESPN merch in custom ESPN x Complex bags

• Meet influencers and creators, enjoy drinks and photo ops—all while engaging in the real-time energy of major sports moments

By making the flagship a watch party destination, the brands tap into the growing trend of sports-as-shared-experience—online and off.

Hellstar 5th Anniversary Collection and ESPN x Hellstar Collab: Sept 5–6

To cap off the installation, Complex presents an exclusive collection from Hellstar—the upstart L.A. brand shaping U.S. streetwear—and an original ESPN x Hellstar capsule celebrating the latter’s five-year anniversary. From September 5 to 6, Hellstar will take over the NY store, premiering:

• Hellstar’s 5-Year Anniversary Collection

• The limited ESPN x Hellstar collaboration, fusing the bold iconography of both powerhouses

Access is highly coveted: Early RSVP access is reserved for users of the ESPN app, who get a dedicated priority entry line. Once inside, attendees can:

• Shop all the newest Hellstar pieces

• Snap photos with the SportsCenter desk

• Catch special appearances from athletes, musicians, and creators during Grand Opening weekend

Live Content Creation: 360 with Speedy & Please Explain

Beyond the merch and visuals, this activation brings Complex’s content machine to the street: “360 with Speedy” and “Please Explain,” Hosted by Aria Hughes will tape live from the pop-up. Fans get a front-row seat to the stories and debates that define contemporary culture, with select segments streaming digitally for the broader Complex and ESPN audiences.

A New Blueprint for Sports, Fashion, and Media

“This partnership between Complex and ESPN marks a pivotal moment in the convergence of sports, fashion, and media,” organizers said. “As two of the most influential voices in culture, Complex and ESPN are coming together to create an experience that puts fans at the center—blending exclusive merchandise, immersive storytelling and live moments that reflect the energy of today’s audience.”

The event cements ESPN’s ongoing cultural resurgence and Complex’s determination to anchor itself as the go-to destination for sports must-haves, from rare jerseys to bespoke sneakers.

RSVP, Access, and What’s Next

• Fans can RSVP for the Hellstar x ESPN launch via app or Complex’s event calendar

• Early-access lines reward ESPN app users

• All Complex New York activations are listed at Complex NY

• Follow @Complex and @ESPN for the latest drops, celebrity updates, event streams, and content recaps

With flagship launches, app activations, celebrity watch parties, streetwear collaborations, and real-life content creation, the Complex x ESPN partnership not only celebrates sports and fashion—it sets the tone for the future of interactive, audience-driven media retail.