Many athletic footwear products and discussions around sneaker culture are largely geared towards male consumers, so when Zappos took notice of this, it created a new platform called Zappos 'The_ONES.'
On Zappos' site, The_ONES is curated like a magazine that features the latest sneaker styles from big-name brands alongside lifestyle content and stories from female influencers who come from diverse backgrounds and different career paths. As Zappos' senior brand marketing manager Kristin Richmer puts it: "We’re focused on firing up the more casual, feminine, and gender-fluid side of the sneakerhead world."
Offline, consumers will soon be able to experience Zappos' The_ONES as part of brick-and-mortar pop-ups coming to New York City's Beyond and Bird Brooklyn.
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