Disney and Sportie LA open "Cars 3" Melrose pop-up

By

Cassidy Mantor

Published
Jun 2, 2017

Los Angeles sneakerhead destination Sportie LA has partnered with Disney for an upcoming pop-up shop that will celebrate the upcoming "Cars 3" movie.

The pop-up shop is officially called the Sportie LA x Cars 3 "Fashion Pit Stop" and is targeting an adult audience, functioning as a gateway for young adults who were children when Cars first released.

The pop-up will be located adjacent to Sportie LA's brick and mortar store on Melrose. It will showcase co-branded collaborations including Cars 3 x Nascar by Fanatics as well as other brands including Members Only, Illest, New Balance, LA Rocks and Sphero.

Josh Silverman, Executive Vice President of Global Licensing for Disney Consumer Products Int. (DCP) said of the surprising collaboration that “Sportie LA is an L.A. institution, they’re well known by sneaker heads for their on trend offerings [and are] very much at the genesis of the hip culture."

DCP's goal with the pop-up is to create a unique consumer experience with the Cars brand before the launch of the upcoming movie. None of the product offered at the pop-up is shown in animated form in the Cars 3 movie. The adult focused product is designed to speak to a car lover as well as invoke nostalgia for the movie franchise.

Silverman shed light on the strategy behind the tightly curated pop-up assortment. He explained that it will be "about creating the experience and the consumer touch point for our fans.”

Cars 3 opens on June 16. Cars is an important launch for DCP, having reported over $56 million in sales last fiscal year. Cars and Spider Man are the two franchises the company is relying on to drive sales in 2017.

The Sportie LA x Cars 3 "Fashion Pit Stop" pop-up shop will run from June 9 through Father's Day, or June 18. It will be located adjacent to Sportie LA's location at 7753 Melrose Ave.