Urban Outfitters Launches Vans ‘On Rotation’ Experience as Footwear Emerges as a Core Growth Category

Press Release

March 12, 2026

The latest installment of the retailer’s experiential platform brings Vans’ 60th anniversary “Off The Wall” campaign to life while spotlighting UO’s expanding role as a destination for footwear

Today, Urban Outfitters announces the latest installment of its experiential retail platform, On Rotation, partnering with the original action sports footwear leader, Vans to bring the brand’s 60th Anniversary “Off The Wall” campaign to life in stores and online.

The collaboration arrives as Urban Outfitters continues to expand its footwear business, strengthening its position as a go-to destination for the categories and items that define its customers’ personal style.

“Vans is an iconic brand that our customers love, and we’re excited to partner with them for On Rotation,” says Bijon Javadzadeh, GMM of Men’s and Footwear at Urban Outfitters. “With our customer at the center, experiences and brands like this help us excite Gen Z and meet their growing demand for head-to-toe styling.”

Through initiatives like On Rotation, UO aims to connect with customers in the moments and places that matter most, staying in sync with how they live and shop today. Following successful installations with Nike and UGG in 2025, Vans becomes the third footwear partner to take over the concept amidst their 60th Anniversary.

Debuting at Urban Outfitters’ Herald Square location, the shop-in-shop features custom-built structures integrating live camera feeds, campaign imagery, and layered product moments. The installment features musicians Thomas Day and Juliet Ivy, marking the first time the On Rotation series has incorporated talent.

The curated Vans assortment spans sneakers, apparel, and accessories, with highlights 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. The installation will roll out across five key doors following Herald Square (NYC), including San Diego Fashion Valley (CA), Cherry Creek (CO), Brea Mall (CA), and King of Prussia (PA).

For more information, please visit www.urbanoutfitters.com.

To shop Vans at Urban Outfitters, click here.




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.

About Vans
Vans®, a VF Corporation (NYSE: VFC) brand, is the leading skateboarding and original action sports footwear, apparel, and accessories brand. Vans® authentic collections are sold in more than 100 countries through a network of subsidiaries, distributors, and international offices. Vans® has more than 2,000 retail locations globally including owned, concession and partnership doors. The Vans® brand inspires and empowers everyone to live “Off the Wall” embodying the youthful spirit of freedom, non-conformity, and relentless drive to push culture across action sports, music, art and design.

Vans, “Off The Wall” Since ’66

www.vans.com
youtube.com/vans
tiktok.com/@vans
instagram.com/vansskate

Media Relations Contact:
PR@urbanoutfitters.com