Hundreds of Ted Lassos are taking over Fifth Avenue today, and yes, there's a lookalike contest

First, Ted Lasso co-opted "Believe" (sorry, Cher). Now, the Apple TV comedy is co-opting Apple Fifth Avenue on August 6.

To celebrate the just-released fourth season of Ted Lasso, the Apple Store is transforming into a little slice of AFC Richmond today with a full-blown "Gathering of the Teds" event, culminating in what organizers (and cynics) hope will be the biggest gathering of Ted Lassos New York has ever seen.

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The main event kicks off at 5pm with a Ted lookalike contest, where contestants will compete in three rounds designed to separate the true believers from mere mustaches (for the less facially hirsute who don't want to be left out, there will be fake beards and mustaches while supplies last). The secret celebrity judges will be looking for "Ted Energy" via an in-character introduction and dance break, with points going to optimism, costume and commitment. Round two finds 10 semifinalists competing in Ted Lasso trivia, and the final round, the "Ted Talk," asks contestants to deliver a 30- to 45-second pep talk.

Be sure to get there early, though, because the store is riddled with Ted Lasso Easter eggs for the super fan, as well as plenty of photo op areas. 

The wholesome chaos actually starts much earlier, though. Between 11am and 4:15pm, an army of (professional) Ted lookalikes will be roaming Midtown and Central Park carrying out random acts of kindness. And yes, that actually includes useful things like "Believe Breaks," where they'll hand out free coffee and tea, plus a "Believe Line" of cheering Teds applauding runners in Central Park. There's even a "Goldfish Zone," where passersby can write down something they'd like to let go of before dropping it into a fishbowl.

Whether you're determined to win the lookalike contest or just want photographic proof that Fifth Avenue briefly became Richmond, today is your chance. Believe. Or at least believe you'll see more fake mustaches than you ever expected on a Thursday.

New episodes of Ted Lasso premiere every Wednesday on Apple TV.