Complex and ESPN have announced an official partnership to celebrate the grand opening of the new Complex New York flagship store and the launch of the newly enhanced ESPN app. The collaboration brings together two cultural powerhouses for a three-week activation designed to immerse fans in the world of sports, culture, and fashion. The experience, running from August 22 through September 6, will transform the SoHo store into a dynamic convergence of content, community, and creativity.
The ESPN x Complex New York pop-up will offer fans an immersive experience unlike any other. The store will be completely reimagined as an “ESPN universe,” featuring a massive display of stacked CRT TVs, LED panels, and flat screens pulsating with ESPN highlights, app previews, and throwback footage. Fans will have the opportunity to get up close with the legendary SportsCenter desk, explore rare archival apparel, and shop for exclusive merchandise. The space will also serve as a venue for watching original content that celebrates ESPN’s past, present, and future.
Key Events and Collaborations
The multi-week experience will feature two major weekend events. On Saturday, August 30, Complex will host an ESPN US Open Watch Party, turning the store into the ultimate sports-viewing destination. The public event will focus on live-streaming the US Open and key college football matchups, creating a space for shared fandom and social connection. Attendees can take photos at the original SportsCenter desk and purchase exclusive ESPN merchandise in custom ESPN x Complex shopping bags.
The partnership will conclude with a special collaboration. From September 5-6, Complex will present an exclusive ESPN x Hellstar collaborative merchandise collection, in addition to Hellstar’s 5-Year Anniversary Collection. This event marks the latest chapter in ESPN’s cultural resurgence, with a fully immersive Hellstar takeover of the store. The limited-edition collection will be available exclusively at Complex NY, fusing the bold identities of both brands.
Fans can RSVP for the event, with early access and a dedicated priority entry line reserved for users of the ESPN app. The grand opening weekend will also feature special talent appearances, and episodes of Complex’s renowned content shows, “360 with Speedy” and “Please Explain,” will be taped on-site. This collaboration marks a pivotal moment in the convergence of sports, fashion, and media, putting fans at the center of a unique cultural experience.