Pop-Ups with Purpose: How University of Arizona Students Are Redefining Retail

Imagine a retail space designed not just to sell, but to inspire.

That’s the vision behind Pop-Ups with Purpose at the University of Arizona’s Terry J. Lundgren Center for Retailing. This initiative brings together organizations with a cause and the next generation of retail leaders to test ideas, spark engagement, and build meaningful connections between brands and communities.

To better understand how the program came to life, Aysnd met with Sheila Kressler-Crowley, who is leading this initiative, for a Q&A.

From Possibility to Purpose

Last year, the space debuted with shelves stocked in partnership with the Campus Store. The goal wasn’t to sell, but to show possibility. It was essentially a “retail museum” that invited curiosity about what the lab could be. That staging opened the door for the next chapter: bringing in real brands with real causes. As Sheila explained:

“We had to give all that merchandise back, and suddenly the space was empty again. A student mentioned a nonprofit they worked with that sold merch through pop-ups, and the idea clicked. What if we invited purpose-driven brands to fill this space, not just with products but with causes worth championing?”

How It Works

Pop-Ups with Purpose is exactly what it sounds like: rotating retail experiences with a mission. Brands donate products, students re-merchandise the space, and events are hosted throughout the semester. The proceeds don’t go back to the brands or the University; they go directly to nonprofits aligned with each company’s mission.

Students manage the entire lifecycle:

• Merchandising: Setting up and testing displays

• Marketing: Creating campaigns, leveraging social media, and building buzz

• Data Analysis: Using tools like heat-mapping sensors to track traffic and behaviors

• Wrap-Up: Reviewing sales, reporting insights, and refining strategy

It’s a hands-on, end-to-end retail experience that prepares students to step confidently into their careers. “Our goal is that when students graduate, they’re ready day one,” Sheila said.

Why It Matters for Brands

For participating brands, this initiative is more than a feel-good moment. It’s exposure to a Gen Z audience, real feedback on product engagement, and a direct tie to the University of Arizona’s Retail & Consumer Science program. It’s also a chance to position their brand as socially conscious, something this generation cares deeply about.

One early partner, Peepers, donates a pair of reading glasses to teachers for every pair sold. Students not only get to market that mission, they also become advocates for it. “It’s shopping for a cause,” Sheila said. “And that alignment matters to students, to brands, and to the nonprofits being supported.”

Impact on Students and Community

For students, Pop-Ups with Purpose is a hands-on introduction to the world of retail. Interns earn credit or stipends while gaining resume-ready experience in merchandising, marketing, and event planning. They also have the chance to pitch, recruit, and build partnerships directly with brands — skills that translate far beyond the classroom.

Participation doesn’t stop with the interns. Students from retail clubs and across campus volunteer to help plan, promote, and run the pop-ups. As Sheila says, if a student wants to be part of it, there’s always a way to jump in.

The impact extends beyond the University. Each pop-up supports nonprofits selected by participating brands, with all proceeds donated to organizations that reflect their mission. It’s retail that gives back, connecting education, enterprise, and empathy in one shared experience.

What’s Next

The first activation began mid-September, with five pop-up events planned this semester. More brands will be invited in the spring, expanding the range of products and causes represented. As Sheila described it:

“We’re like an indoor farmer’s market, but instead of vegetables, it’s apparel, packaged goods, and hard or soft products with purpose. It’s designed to evolve every semester, just like retail does in the real world.”

An Open Invitation

Pop-Ups with Purpose is always looking for new partners. If your brand champions a cause and wants to connect with the next generation of retail leaders, this initiative offers a unique stage to make an impact.

Learn more about Pop-Ups with Purpose Overview ›

If you’re a brand looking to expand your impact, let’s connect!