Urban Outfitters has launched Add to Story, a campaign that encourages input from thousands of the brand’s community members through weekly prompts that are designed to inspire them to share their stories from school, sports and everyday life.
This Me@UO community prioritizes emerging voices with strong engagement and fewer than 10,000 followers, using a participatory model that brings members closer through elevated IRL experience, access to Gen Z-favorite brands and affiliate earning.
Urban Outfitters also will sponsor creator-exclusive events, inviting top 100 contributors and their plus-ones to Meet Me@UO, a two-day brand experience in Joshua Tree, Calif. The trip will bring the community together for surprise performances, immersive moments, giveaways and more.
“This is our next chapter of connection,” said Cyntia Leo, Head of Brand Marketing at Urban Outfitters in a statement. “We’re here to build real relationships over transactional ones. Our strategy puts customer first with moments that feel real, memorable and worth showing up for.”
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Urban Outfitters’ embrace of Gen Z also has spread to the brick-and-mortar world: in October 2025 Urban Outfitters announced plans to open three new stores in a Gen Z-friendly format by the end of that year, with an additional seven stores planned for 2026.
