Urban Outfitters Launches Immersive Retail Experience With Nike
Partnership
May 14, 2025
UO debuts On Rotation, a cultured-driven in-store experience—starting with Nike.
Urban Outfitters introduces On Rotation, a new retail experience created to fuel discovery, inspiration, and authentic connection through a curated mix of today’s most exciting brands, all brought to life with Urban's signature creativity. Launching Tuesday, May 14th, with its first partner, Nike, On Rotation will debut in stores featuring dynamic lounge-style installations in five key cities: New York, Washington D.C., Scottsdale, San Diego, and Manhattan Beach, CA. This new concept builds on Urban’s understanding of today’s evolving retail landscape, where consumers seek community, authenticity, and memorable brand experiences.
Cyntia Leo, Head of Brand Marketing and Communications at Urban Outfitters, explains the brand’s approach to connecting with its audience: “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. 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.”
Urban Outfitters will launch On Rotation with a cross-divisional assortment of Nike apparel and footwear, styled specifically for the UO consumer. Building on the launch, Urban Outfitters will expand its Nike product assortment across both digital and retail experiences, with over X pieces. To spark buzz and foster community, UO will tap into LA’s vibrant running culture by releasing a limited Nike After Dark Tour Capsule — including an exclusive color way of the Vomero 18. The collection will be available across all LA store locations, including the On Rotation destination. Leading up to the race, UO 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 UO.
Brad Desy, Head of Stores and Branch Management at Urban Outfitters, describes On Rotation as a dynamic step forward in experiential store concepts: “On Rotation brings a bold new layer of connection and discovery to our stores. The “rotating” concept serves as a living discovery engine, offering a platform to bring our brands to life- in real time.”
Future activations will spotlight new partners across fashion, lifestyle, and design, ensuring On Rotation remains a fresh platform tailored to what matters most to the UO community.
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About Urban Outfitters Urban Outfitters is a global lifestyle brand dedicated to fueling the next generation’s individuality through a unique blend of product, creativity, music, and youth culture. Founded in 1970 in a small space across from the University of Pennsylvania, Urban Outfitters now operates over 200 stores across the United States, Canada, and Europe, alongside a dynamic digital presence. Empowering bold self-expression, Urban Outfitters leads with its distinctive designs and curated selection of women’s, men’s, accessories, and home products, and best-in-class brand partnerships. For more information, visit Urban Outfitters at www.urbanoutfitters.com.
