Partnering with Crunch, pop-up Gap store focuses on fitness for a month

Timing is everything, as a wise Greek poet once said, and in few areas is that more true than pop-up retail. Case in point: Recognizing that many consumers are particularly focused on fitness at the start of a new year, Gap has transformed its rotating New York City concept store into a workout haven for a month. Through a partnership with fitness chain Crunch, Gap’s temporary Fitness Lab at 680 5th Ave. now features workout attire from its new GapBody Sport collection along with demonstrations by Crunch personal trainers, discounts and opportunities to win free stuff. Shoppers at the store, which will remain open through Feb. 7, can win free Crunch guest passes, for example; in addition, each day one lucky winner is chosen to receive a free, year-long, all-access Crunch membership. Existing Crunch members, meanwhile, can enter to win a USD 500 Gap gift card, Racked reported. Far from fading away, the longstanding pop-up retail concept seems to just be getting stronger—both for major brands and for minipreneurs—and timely tie-ins stand to make its impact even greater. An example worth emulating for pop-ups the world over! (Related: Appealing to gravanity of smokers who plan to quit — A public incentive to stick to one’s goals — Fitness class by Reebok and Cirque du Soleil.) Spotted by: Racked via Judy McRae