Urban Outfitters is offering customers a new retail experience called On Rotation, which offers a curated mix of “today’s most exciting brands,” said the retailer. The activation starts today, May 14, with its first partner, Nike.
On Rotation will debut in UO stores featuring lounge-style installations in five key cities: New York, Washington D.C., Scottsdale, AZ, San Diego, CA, and Manhattan Beach, CA. The retailer reported in a media release that the concept “builds on Urban’s strategy to meet the evolving needs of Gen Z and deliver community-driven, memorable retail experiences.”
Cyntia Leo, head of Brand Marketing and Communications at Urban Outfitters, explained the brand’s approach to connecting with its audience by stating, “Urban Outfitters has always been a destination for discovery, especially for Gen Z, who are expressive, engaged and intentional in how they shop and show up. Connecting with this customer requires more than just great product; it demands cultural fluency and inspiring retail moments. That’s what On Rotation is all about — transforming product categories into immersive narratives. Nike is the ideal first partner to bring this vision to life. Their cultural credibility is unmatched, and their legacy of innovation continues to set the pace.”
Urban Outfitters will launch On Rotation with a cross-divisional assortment of Nike apparel and footwear, specifically for the UO consumer. Building on the launch, Urban Outfitters will expand its Nike product assortment across digital and retail experiences, with over 150 choices. To “spark buzz and foster community,” UO will tap into LA’s running culture by releasing a limited capsule to celebrate the Nike After Dark Tour: Los Angeles 13.1 this June. The collection will include an exclusive colorway of the Nike Vomero 18, a maximum cushioned running shoe, available across all LA store locations, including the On Rotation destination. Leading up to the race, Urban Outfitters has partnered with “over 20 influencers and college-aged members on a four-month training journey to generate excitement and highlight Nike’s presence at the retailer.
Brad Desy, head of stores and branch management at Urban Outfitters, commented, “On Rotation brings a bold new layer of connection and discovery to our stores. The ‘rotating’ concept serves as a living discovery engine, offering a platform to bring our brands to life — in real time.”
Future activations will spotlight new partnerships with UO across fashion, lifestyle and design, ensuring that On Rotation “remains a fresh platform shaped by the brands Gen Z knows and loves,” said UO.
Image courtesy Urban Outfitters
