Legacy West in Plano launches soccer-themed push ahead of World Cup

Legacy West is betting that World Cup fever will translate into foot traffic, pairing a new adidas Originals store with soccer-themed art and fan events for Plano shoppers, families and visiting fans. The summer push is designed to make the 255-acre mixed-use center feel like more than a shopping stop as North Texas braces for 2026 FIFA momentum.

The adidas Originals store is expected to open in June and will be more than 3,200 square feet, with premium products and Dallas-market-specific assortments, according to the retailer. It will be the fifth adidas location in the Dallas-Fort Worth market, joining stores in Fort Worth, Grapevine, Grand Prairie and Allen. Legacy West is using the opening as part of a broader campaign to turn the property into a soccer destination, not just a retail center.

That strategy fits the scale of the event ahead. North Texas is set to host nine World Cup matches, including a semifinal, and FC Dallas President Dan Hunt has estimated the tournament could generate roughly a $2 billion regional economic boost. NBC 5 Dallas-Fort Worth reported organizers expect more than 100,000 visitors a day around World Cup-related activity, a volume that could spill into shopping, dining and entertainment districts across Collin County.

For Plano, the timing is especially important. Visit Plano has been marketing the city as a home base for World Cup visitors, noting that Plano sits about 20 miles north of Dallas and has convenient access to the region’s major destinations. Legacy West, which Visit Plano describes as a “city within a city,” already has the infrastructure to absorb that traffic, with three parking garages, valet service and property hours from 10 a.m. to 9 p.m. Monday through Saturday and noon to 6 p.m. Sunday.

The development has also been using timed brand activations to keep the property in the conversation. Its promotions pages currently list a Nike campaign running from April 9 through June 4, 2026, showing how Legacy West has leaned on limited-time retail events to pull in shoppers. With a new adidas store, fan-facing programming and an art installation in the mix, the center is positioning itself as one of Plano’s most visible lifestyle venues heading into a summer shaped by soccer, tourism and spending.