URBAN OUTFITTERS LAUNCHES IMMERSIVE RETAIL EXPERIENCE WITH NIKE CAPSULE

Urban Outfitters has introduced On Rotation, a new retail experience with its first partner, Nike. On Rotation debuted in stores featuring lounge-style installations in five key cities: New York, Washington D.C., Scottsdale, San Diego, and Manhattan Beach, CA. This new 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, explains the brand’s approach to connecting with its audience: “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, styled specifically for the UO consumer. Building on the launch, Urban Outfitters will expand its Nike product assortment across both digital and retail experiences, with over 150 choices. Additionally, 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 – with an exclusive color way of the Nike Vomero 18 – will be available across all LA store locations, including the On Rotation destination. Leading up to the race, UO partnered with more than 20 influencers and college-aged community members on a four-month training journey to generate excitement and highlight Nike’s presence at UO.

Brad Desy, Head of Stores and Branch Management at Urban Outfitters, describes On Rotation as a dynamic step forward in experiential store concepts: “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 partners across fashion, lifestyle, and design, ensuring On Rotation remains a fresh platform shaped by the brands Gen Z knows and loves.