Urban Outfitters Launches ‘On Rotation’ with Nike
Slice of Retail Team
May 22, 2025
Key highlights
- Urban Outfitters unveils 'On Rotation', a new retail concept aimed at Gen Z discovery and connection.
- Debuts May 14 in 5 major cities, including New York and Los Angeles.
- First partner: Nike, with cross-divisional apparel and footwear.
- Dynamic in-store lounges designed to fuel community and cultural engagement.
- Exclusive LA capsule tied to the Nike After Dark Tour: Los Angeles 13.1.
Notable Quotes
“ Urban Outfitters has always been a destination for discovery, especially for Gen Z... That’s what On Rotation is all about — transforming product categories into immersive narratives. ”
Cyntia Leo, Head of Brand Marketing and Communications at Urban Outfitters
“ On Rotation brings a bold new layer of connection and discovery to our stores... offering a platform to bring our brands to life—in real time. ”
Brad Desy, Head of Stores and Branch Management at Urban Outfitters
Why This Matters
Urban Outfitters' launch of On Rotation reflects a strategic evolution in retail, blending brand storytelling with experiential shopping tailored to Gen Z's values. With Nike as its inaugural partner, Urban signals a strong commitment to cultural relevance and community activation. This model could reshape how brands engage younger consumers—through narrative-driven, event-based retail platforms that prioritize inspiration, interaction, and innovation.
