Urban Outfitters will debut its latest “On Rotation” experiential retail platform with Vans footwear, starting with the retailer’s Herald Square (NYC) location and rolling out across five key doors: San Diego’s Fashion Valley; Cherry Creek, Colo.; California’s Brea Mall; and King of Prussia, Pa. The partnership coincides with Vans’ 60th anniversary, which is being celebrated with the Vans “Off The Wall” campaign in stores and online.
The Urban Outfitters shop-in-shops will feature custom-built structures integrating live camera feeds, campaign imagery and layered product moments. Additionally, the installation features musicians Thomas Day and Juliet Ivy, marking the first time the On Rotation series has incorporated talent into the activations.
The curated Vans assortment includes sneakers, apparel and accessories, including the Vans Authentic Checkerboard Sneaker, Premium Super Lowpro Trainer Sneaker, and Authentic Boat Shoe Sneaker. Standout apparel and accessory styles include denim workwear jackets, loose camo shorts, canvas zip totes, jockey hats, and laces.
Urban Outfitters is seeking to expand its footwear business, and this will mark the third On Rotation collaboration with a footwear brand. The program stepped off with Nike in May 2025, followed by a collaboration with Ugg. In October 2025, Urban Outfitters announced plans to open a total of 10 stores in a new format designed to appeal to Gen Z shoppers.
