Urban Outfitters kicks off 'On Rotation' store experience with Nike
Urban Outfitters is rolling out a new in-store experiential concept, and kicking it off with a major brand partner.
The apparel retailer’s new On Rotation experience aims to highlight curated brands through the in-store shopping experience. Launching May 14 with its first partner, Nike, On Rotation will debut with lounge-style installations in stores in five key cities: New York, Washington D.C., Scottsdale, Ariz., San Diego, Calif. and Manhattan Beach, Calif. Urban Outfitters says the new concept builds on its strategy to meet the evolving needs of Gen Z and deliver “community-driven, memorable retail experiences.”
Urban Outfitters will launch On Rotation with a cross-divisional assortment of Nike apparel and footwear. Building on the launch, the retailer will expand its Nike product assortment across both digital and retail experiences, with over 150 choices.
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"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. “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."
Coinciding with the On Rotation launch, Urban Outfitters will tap into Los Angeles’ 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 – with an exclusive colorway of the Nike Vomero 18, a maximum cushioned running shoe – will be available across all Los Angeles store locations, including the On Rotation destination. Leading up to the race, Urban Outfitters 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 the retailer.
“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. “The ‘rotating’ concept serves as a living discovery engine, offering a platform to bring our brands to life- in real time."
Founded in 1970, Urban Outfitters operates over 200 stores across the United States, Canada and Europe, alongside an e-commerce website.
