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Urban Outfitters and Nike are teaming up to court Gen Z.
As part of a new in-store installation, the retailer will highlight an expanded assortment of Nike footwear and apparel in a lounge-like setting across five key cities throughout the country. All told, Urban Outfitters said it will offer its customers over 150 product choices from the Swoosh across both digital and in-store experiences.
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The activation is part of Urban Outfitters’ new “On Rotation” experience, which the company said is aimed at “meeting the evolving needs of Gen Z and deliver community-driven, memorable retail experiences.”
“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,” Cyntia Leo, head of brand marketing and communications at Urban Outfitters, said 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.”
Starting today, the retailer’s Nike “On Rotation” experience will debut in New York, N.Y.; Washington, D.C.; Scottsdale, Ariz.; San Diego, Calif; and Manhattan Beach, Calif.
To further promote the activation, Urban Outfitters has tapped in Los Angeles’ vibrant running culture by releasing a limited capsule to celebrate the Nike After Dark Tour: Los Angeles 13.1, a race bringing together sport and self-expression this June.
The collection, which features an exclusive colorway of the Nike Vomero 18 sneaker, will be available across all L.A. store locations, including the “On Rotation” destination. And leading up to the race, the retailer has also 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 Urban Outfitters.
Brad Desy, head of stores and branch management at Urban Outfitters, added that this new retail concept “brings a bold new layer of connection and discovery” to the company’s stores. “The ‘rotating’ concept serves as a living discovery engine, offering a platform to bring our brands to life in real time,” Desy said.