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Urban Outfitters Launches Good Game Campaign: Celebrating Gameday Culture & Back-to-Campus Energy with Live Performances from Yung Gravy, Rebecca Black and More

UO GOOD GAME CAMPAIGN

Press Release

August 28, 2025

From curated College Shops to campus activations, UO fuels the ultimate return-to-campus experience for students nationwide.

Urban Outfitters is celebrating the return to campus with the launch of Good Game — a nationwide campaign inspired by college gameday culture and the energy of campus life. Kicking off in Tucson with a Yung Gravy performance on August 28th, Good Game brings students together through style, school pride, and community-driven events, with additional dates and locations rolling out nationwide this fall.

At the heart of Good Game are UO College Shops, located in 23 campus-adjacent stores nationwide. Each shop is curated to bring school spirit to life, offering coveted UO styles—like BDG jeans and the Out From Under Bec collection—alongside sport-inspired essentials and college-favorite brands like Nike. No two College Shops are the same, offering pieces in school-specific colors along with exclusive spirited products designed to elevate gameday outfits, campus wardrobes, and everyday student life. The full assortment is also available online, making UO’s school-spirit styles accessible for students beyond campus. “Good Game is all about celebrating the return to campus and one of college’s most spirited occasions,” said Marybeth Cahill, Chief Merchandising Officer, Urban Outfitters. “We’re excited to show up for students in ways that bring gameday to life, through curated styles, campus activations, and the brands they love most.”

Beyond product, Good Game brings the excitement of gameday to life through activations that celebrate community and school spirit. Students can expect surprise giveaways, spirited “UO Legends” mascot appearances, on-field moments and unique pop-ups, with major music performances, including Yung Gravy in Tucson, AZ. Nike is the key partner for the events, providing exclusive products and activations alongside UO. Additional Game Day activations will be announced this fall, bringing major talent directly to college towns, including Rebecca Black.

Activation Schedule:
Tucson, AZ: August 28-30 (UO Live: August 28th 7-10pm at Gentle Ben's)

For more on UO LIVE and Good Game, click here.

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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.

Media Relations Contact:
PR@urbanoutfitters.com