Urban Outfitters debuts immersive retail experience with first partner Nike
Urban Outfitters On Rotation SoHo Nike Shop Credits: Urban Outfitters Urban Outfitters has debuted a new, immersive retail experience to facilitate authentic connection, product discovery, and inspiration of its most appealing brands. Named 'On Rotation,' the retail experience launches today with its first partner sportswear brand, Nike, in five selected cities: New York, Washington D.C., Scottsdale, San Diego, and Manhattan Beach, CA. The immersive retail experience is part of Urban Outfitters' wider strategy to offer more meaningful and memorable retail concepts while adapting to shifting consumer behaviors, particularly those from Gen Z. "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," said Cyntia Leo, head of brand marketing and communications at Urban Outfitters, in a statement. "Connecting with this customer requires more than just great product; it demands cultural fluency and inspiring retail moments." Urban Outfitters On Rotation SoHo Nike Shop Credits: Urban Outfitters "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." The first On Rotation is launching with a selected assortment of Nike apparel and footwear, which has been chosen and styled with the UO customers in mind. Following the launch, Urban Outfitters will then broaden its Nike product offering across its digital and retail formats to provide more than 150 styles. To further build anticipation and connect with LA's running scene, Urban Outfitters is launching a limited capsule for the Nike After Dark Tour: Los Angeles 13.1, a race that aims to link sport and self-expression this June. The capsule collection includes an exclusive colorway of the Nike Vomero 18, a max-cushioned performance shoe, available at all LA stores, including On Rotation. In the lead-up, Urban Outfitters collaborated with over 20 influencers and college community members on a four-month training campaign to spotlight Nike at Urban Outfitters. "On Rotation brings a bold new layer of connection and discovery to our stores," said Brad Desy, head of stores and branch management at Urban Outfitters, in a statement. "The 'rotating' concept serves as a living discovery engine, offering a platform to bring our brands to life- in real time." Urban Outfitters is set to feature other partners across the fashion, design, and lifestyle sectors in the near future to make sure the offering of On Rotation remains new and fresh.
Urban Outfitters has debuted a new, immersive retail experience to facilitate authentic connection, product discovery, and inspiration of its most appealing brands.
Named 'On Rotation,' the retail experience launches today with its first partner sportswear brand, Nike, in five selected cities: New York, Washington D.C., Scottsdale, San Diego, and Manhattan Beach, CA.
The immersive retail experience is part of Urban Outfitters' wider strategy to offer more meaningful and memorable retail concepts while adapting to shifting consumer behaviors, particularly those from Gen Z.
"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," said Cyntia Leo, head of brand marketing and communications at Urban Outfitters, in a statement. "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."
The first On Rotation is launching with a selected assortment of Nike apparel and footwear, which has been chosen and styled with the UO customers in mind. Following the launch, Urban Outfitters will then broaden its Nike product offering across its digital and retail formats to provide more than 150 styles.
To further build anticipation and connect with LA's running scene, Urban Outfitters is launching a limited capsule for the Nike After Dark Tour: Los Angeles 13.1, a race that aims to link sport and self-expression this June.
The capsule collection includes an exclusive colorway of the Nike Vomero 18, a max-cushioned performance shoe, available at all LA stores, including On Rotation. In the lead-up, Urban Outfitters collaborated with over 20 influencers and college community members on a four-month training campaign to spotlight Nike at Urban Outfitters.
"On Rotation brings a bold new layer of connection and discovery to our stores," said Brad Desy, head of stores and branch management at Urban Outfitters, in a statement. "The 'rotating' concept serves as a living discovery engine, offering a platform to bring our brands to life- in real time."
Urban Outfitters is set to feature other partners across the fashion, design, and lifestyle sectors in the near future to make sure the offering of On Rotation remains new and fresh.
