Inside Story

Urban Outfitters is launching a new retail concept called “On Rotation” that aims to connect with Gen Z consumers through immersive, lounge-style spaces.

As Fashion Network reports, the debut iteration kicks off in New York, D.C., Scottsdale, San Diego and Manhattan Beach with Nike as its first partner, and will be curated with Nike apparel and footwear. “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,” explained Cyntia Leo, head of brand marketing and communications at Urban Outfitters. 

“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.”

The first installation features a cross-divisional assortment of Nike apparel and footwear, curated specifically for the Urban consumer. Building on the launch, over 150 Nike products will be available across both in-store and digital channels, as Urban expands its partnership with the sportswear giant.

In June, the collaboration will reach beyond the digital platform into brick and mortar retail spaces and LA’s running scene with a limited-edition capsule celebrating Nike’s After Dark Tour: Los Angeles 13.1. The collection will include an exclusive colorway of the Nike Vomero 18 running shoe, available across all Urban Outfitters L.A. store locations and the On Rotation space. 

Looking ahead, future activations under the On Rotation banner will highlight new partners across fashion, lifestyle, and design.

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