Ugg returns to Urban Outfitters for 'On Rotation' series
Urban Outfitters is continuing its experiential On Rotation series with a popular footwear brand.
The Gen Z-focused apparel and accessories retailer is partnering with global lifestyle brand Ugg this fall for the return of its On Rotation shop-in-shop series, which has highlighted brands such as Vans, Levi’s and Nike. Urban Outfitters previously partnered with Ugg for the program last November.
Launching across five Urban Outfitters locations in October and November, including in the New York City, Boston, Chicago, Los Angeles and Philadelphia areas, the selected stores will transform into shoppable environments featuring dedicated footwear try-on spaces, vintage-inspired details, and a “playful, loaded-up” tailgate installation showcasing curated Ugg apparel and footwear.
The experience will extend beyond stores through a broader marketing campaign spanning original editorial content, out-of-home advertising, paid and organic social and digital storytelling. Urban Outfitters says the partnership will continue into the holiday season.
Designed to “deepen the connection between brands and the next generation,” On Rotation brings a curated product selection, differentiated styling, storytelling and immersive retail experiences to Urban Outfitters stores through a series of brand partnerships.
[READ MORE: Urban Outfitters kicks off 'On Rotation' store experience with Nike]
"At UO, we're constantly listening to what inspires Gen Z and looking for new ways to connect them with the brands and products they love," said Bijon Javadzadeh, general merchandising manager of men's and footwear at Urban Outfitters. "Ugg really resonates with our customers, particularly as they start dressing for fall. On Rotation gives us the opportunity to build on that affinity through our own creative perspective, inspiring them to reimagine their favorite styles and discover new silhouettes from the brand."
Founded in 1970, Urban Outfitters operates over 200 stores across the United States, Canada, and Europe. Earlier this year, the retailer said it planned to open approximately 54 new stores and close approximately 19 stores during its current year.
