Ecommerce giant EBay UK is to hold a pop-up event where attendees will be able to swap branded sneakers.

The “Swap ‘Em Out Store” will take place in London’s fashionable Soho district on Mar. 25. Shoppers are invited to apply for the chance to win tickets to the event, at which they can swap their old sneakers for a pair worth up to three times their value, according to the company.

“Swapping has always been intrinsic to us sneakerheads. In these tough times, where the cost of living is making it harder to buy your next pair, we wanted to offer a solution which feels right to the community,” said Wahaaj Shabbir, sneaker category manager at EBay UK.

“We’re all about getting sneakers back on feet and hope that by encouraging people to swap and sell, we’ll keep sneakers flowing to people who truly love them. By opening up The Swap ‘Em Out Store, people will be able to bring in those sneakers that don’t get enough love any more, and we’ll swap them for a pair they’ll wear.”

The event will also feature a sneaker cleaning service provided by authentication hub Sneakers ER and an afterparty.

Pop-up events are an increasingly popular way for resale companies to market themselves. Last July, London-based Depop announced an initiative showcasing musicians, artists and designers through a series of community-based events in three fashion capitals.

The fashion marketplace said Depop Collaborators would involve “five creatives and collectives bringing their perspectives on circular fashion to life through workshops, installations and pop-ups” in Los Angeles, New York and London.

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