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Zappos’ new retail hub celebrates sneakers

Zappos is creating a new shopping experience that celebrates classic footwear.

The online footwear retailer introduced “The_Ones,” a new online destination that celebrates classic shoe styles. It will kick off with a focus on “classic” sneakers. In addition to featuring a new online hub called, the concept also has a shoppable Instagram feed, and will feature limited-time "pop-ins" in premium boutiques.

Shoppers can log in online to browse a curated assortment of classics and instant classics — what Zappos defines as new releases that instantly cement themselves as classics — from iconic brands including Vans, Puma, Adidas and Converse. The site also features a network of editorial content, including exclusive interviews with sneaker icons like Stan Smith, original videos and illustrations, and stories about the artists, musicians, and makers who live their lives in these shoes.

Zappos also features a mix of original photos, videos, and GIFs can on Instagram. The social network also features an integrated shopping experience provided by Curate.

The retailer is also giving shoppers the chance to engage with The_Ones merchandise in person through "pop-in" store experiences. Zappos is partnering with select boutiques to bring the experience to life. The first will be at Beyond, a pop-up by Tarek Hassan and Bird Brooklyn, which will feature a curated assortment of classic sneakers and Zappos’ customer service.

The_Ones experience will also show up outside a handful of sneaker drops in New York City. Here, Zappos plans to reward those waiting in line with surprises and gear giveaways.

Looking ahead, Zappos plans to use The_Ones to launch upcoming collaborations and exclusives, the company said.
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