Online retailer has announced The_ONES, a new retail concept specifically dedicated to those who have a love and affinity for sneakers. The concept encompasses a new online hub,  shoppable Instagram, and limited-time “pop-ins” in premium boutiques beginning with Manhattan retailer Beyond

Why this matters: A mutually beneficial collaboration between online retail and brick and mortar, the pop-ins will provide shoppers with a curated assortment of classic sneakers powered by Zappos’ stellar customer service, letting customers take their shoes home that day.

Notable quotes: “The launch of The_ONES marks the beginning of a new era of the sneakerhead. 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.” – Jeff Espersen, Zappos’ VP of Merchandising