Urban Outfitters has picked Nike as the first partner for its new “On Rotation” retail experience, designed to fuel inspiration, discovery and connection via a curated mix of exciting brands.
Launching with a cross-divisional assortment of Nike apparel and footwear, styled specifically for the Urban Outfitters customer, On Rotation will debut with lounge-style installations in stores in New York, Washington, D.C., Scottsdale, Ariz., San Diego and Manhattan Beach, Calif. Along with the May 14 launch of On Rotation in these stores, Urban Outfitters has expanded its Nike product assortment both in stores and online to more than 150 products.
In Los Angeles, the retailer also will tap into the city’s running culture with the release of a limited capsule to celebrate the Nike After Dark Tour: Los Angeles 13.1, a June 7 race that unites sport and self-expression. The collection, including an exclusive color way for the Nike Vomero 18 running shoe, will be available across all LA store locations, including the store hosting the On Rotation installation. Leading up to the race, Urban Outfitters has partnered with more than 20 influencers and college-aged community members on a four-month training journey designed to generate excitement and highlight Nike’s presence at Urban Outfitters.
“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. Nike is the ideal first partner to bring this vision of transforming product categories into immersive narratives to life.”
Advertisement
Future On Rotation activations will spotlight new partners across fashion, lifestyle and design that appeal to Gen Z consumers.
