Zappos Cotton Incorporated

A weekend shop coordinated by Inc. and Cotton Incorporated looks to seize on the continued star power of pop-ups and ath-leisure within the industry.

The shop, on The Green at the Americana at Brand shopping center in Glendale, Calif., is stocked with an assortment of men’s and women’s items themed around ath-leisure and containing at least 60 percent cotton. Brands featured included Adidas, Puma and Free People.

Yoga, photo-ops, T-shirt customizations and a trail mix bar fill out the space. Zappos will also sell an expanded version of the collection through March 9 on a dedicated microsite.

The ath-leisure-themed pop-up, called “Reframe Comfort,” serves similar needs for Zappos and Cotton, neither of which have traditional brick-and-mortar footprints facing consumers.

For Cotton, the three-day shop is part of a larger initiative to raise awareness of cotton products on behalf of the U.S. cotton producers and importers funding the organization.

“One of our big initiatives for 2017, going into 2018, was devising these pop-up shops,” said Marissa Barlin, Cotton director of consumer marketing, strategic alliances. “We wanted to create a Cotton experience for the customer and make the consumer journey very easy.”

The strategy calls for continued rollout of in-real-life experiences, Barlin added.

The same goes for Zappos, part of Amazon Inc., as far as its interests in off-line activities.

“Since we were born in the e-commerce space, it is one of our favorite things to do,” Zappos senior brand marketing manager Kristin Richmer said of the company’s general thinking around pop-ups. “Every year for the last couple of years we’ve always done variations of different pop-ups with partners like Cotton and ones on our own so we would love to see ourselves coming to life more as the years go on.”