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Can Zappos Become a Hub for Sneakerheads?

Zappos announced The_Ones, a new retail vertical specializing in classic sneakers. The company intends to make The_Ones its home for future sneaker launches, collaborations and exclusives.

The hybrid retail model includes e-commerce on supported by editorial content like exclusive interviews with sneaker icons, a shopable Instagram at @The_ONES and limited-time “pop-ins” in select boutiques across the U.S.

The vertical offers classics and instant classics from brands like Vans, Puma, Adidas and Converse.

“The launch of The_Ones marks the beginning of a new era of sneakerhead,” says Jeff Espersen, Zappos VP of Merchandising. “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_Ones is our way of bringing inclusivity back to the sneaker community and celebrating the shoes we reach for time and time again.”

The first boutique to feature a “pop-in” is Beyond, a retail installation by Tarek Hassan located next to the Arlo Hotel in New York City. Another curated store will open at Bird Brooklyn.

“We’re super excited to be partnering with Zappos on The_Ones,” said Jennifer Mankins Bird Brooklyn founder. “These classic sneakers are the iconic shoes that have been defining our collective style for decades. Our customers love these sneakers. We’re thrilled to be able to offer our curated edit of The_Ones backed by the operational and logistical expertise of Zappos.”