Zappos launches The Ones classic sneaker concept
Zappos has launched a new classic sneaker concept called The Ones which includes an online shop, a shoppable Instagram, and limited time "pop ins" at premium boutiques.
Styles include Adidas Stan Smiths and Gazelles, Converse Chuck Taylor All Stars, Puma Suede Classics, and Vans Classic Slip-Ons. Saucony, New Balance and Asics are also present. While Nike is present through its wholly owned Converse, the Swoosh itself is noticeably absent from the collection.
Zappos will also use The Ones as a future launchpad for exclusive product and collaborations.
Jeff Espersen, Zappos' VP of Merchandising said The Ones celebrates a new era for sneakerheads and aims to be inclusive across demographics. "From the passionate collector to the casual street-chic fashionista, there's an underserved consumer who loves the closet classics as much as we do."
The online site features an assortment of classic styles from Adidas, Puma, Converse and Vans. It has a special section devoted to editorial content that includes interviews with Stan Smith, original illustrations, and features of the musicians and artists who have helped solidify certain styles as iconic classic sneakers.
Zappos is also taking The Ones to brick-and-mortar retail. It will open a limited-run "pop in" shop called Beyond by Tarek Hassan, owner of Concepts chain. It will also open a "pop in" at Bird Brooklyn.
Jennifer Mankins, founder of Bird Brooklyn said of The Ones, "These classic sneakers are the iconic shoes that have been defining our collective style for decades." She pointed out being able to utilize Zappos' operational efficiency and their curated collection as two exciting points of the partnership for Bird Brooklyn.
To further celebrate the launch, Zappos is partnering with several sneaker launches in NYC to bring giveaways and prizes to customers waiting in line.
Zappos will first host an activation in tandem with Concept International on November 11th which coincides with the Adidas Originals by Pharrell drop. Zappos will offer free shoe cleanings, a gender neutral party and giveaways.
The Beyond "pop in" opens on November 15th next to the Arlo Hotel on Hudson St. The Bird Brooklyn "pop in" also opens on the 15th in Williamsburg. Both "pop ins" are slated to run through the new year.
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