# Plush Footwear Pop-Ups The Monster Den by On Shares the Joy of Running By Laura McQuarrie | Published 2023-06-13 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/the-monster-den References: [theindustry.fashion](https://www.theindustry.fashion/sportswear-brand-on-branches-out-of-london-with-liverpool-one-pop-up/)  This spring, sportswear brand On opened the doors to a unique pop-up experience called The Monster Den. This location focused on “community, connection and a joy of running,” and it offered an engaging way for fans and newcomers to the brand to familiarize themselves with the brand’s offerings. On-site, visitors got to explore performance running shoes from the brand like the Cloudsurfer, the Cloudgo, the Cloudrunner and the Cloudstratus, and see their supportive designs mirrored in the plush styling of the pop-up. The playful spirit of The Monster Den also showcased a selection of Spring/Summer 2023 apparel, and in partnership with local running clubs and groups, On presented yoga, coffee clubs and live DJ performances. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 74% | Activity: 41% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Pop-up Experiences:** Create unique, immersive pop-up experiences to engage with fans and introduce newcomers to your brand's offerings. - **Performance Running Shoes:** Design running shoes that combine performance and comfort, with supportive features and plush styling. - **Partnerships with Local Clubs and Groups:** Collaborate with local running clubs and groups to offer additional activities and experiences that align with your brand's values. ### Who This Affects Most - **Sportswear:** Incorporate elements of plush styling and supportive design into sportswear apparel for a playful yet functional aesthetic. - **Retail:** Leverage pop-up experiences to drive foot traffic and create memorable brand interactions that translate into sales. - **Event Management:** Facilitate partnerships and collaborations with local clubs and groups to organize community-focused events that promote your brand and foster connections. ## Related on Trend Hunter - [Exclusive Lunar New Year Runners](https://www.trendhunter.com/trends/on-cloudmonster-lny.md) - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md) - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md) - [Marathon-Inspired NYC Pop-Ups](https://www.trendhunter.com/trends/bandit-x-asics.md) - [Wellness-Forward Running Campaigns](https://www.trendhunter.com/trends/soft-wins.md) - [Asymmetric Technical Running Shoes](https://www.trendhunter.com/trends/cloudmonster-2.md) - [Collaborative Performance Sneakers](https://www.trendhunter.com/trends/hyper-paf.md) - [Running Lifestyle Capsules](https://www.trendhunter.com/trends/run-city.md) - [Customizable Shoe Decorating Events](https://www.trendhunter.com/trends/style-your-toe.md)