Urban Outfitters launches creator campaign; partners with Zara Larsson
Urban Outfitters is promoting emerging influencers and also collaborating with a global pop star on her North American tour.
The youth-oriented apparel and pop culture merchandise retailer is rolling out a new “Add to Story” campaign that delivers weekly prompts to members of its Me@UO creator community. The prompts encourage Me@UO members to contribute their stories from school, sports, and everyday life.
Me@UO focuses on emerging influencers with strong engagement and fewer10,000 followers. It features a participatory model that includes exclusive content and campaign opportunities, real-world experiences, access to brands popular with Gen Z consumers, and affiliate earning.
Urban Outfitters is also inviting its top 100 Me@UO contributors to a two-day brand experience in Joshua Tree, Calif., known as to “Meet Me@UO.” The gathering will include surprise performances, immersive experiences, and giveaways for participating creators.
"This is our next chapter of connection," said Cyntia Leo, Head of Brand Marketing at Urban Outfitters. "We're here to build real relationships over just transactional ones. Our strategy puts customers first with moments that feel real, memorable, and worth showing up for."
In other promotional efforts, the retailer is partnering with Swedish pop singer Zara Larsson as she kicks off a 30-plus-city North America tour in support of her new album “Midnight Sun” on Saturday, Feb. 28 in Portland, Ore.
"I've always loved bringing people into my world through my music, my shows, and the moments that make it all matter, in real time,” said Larsson. “Like Urban Outfitters I wanted to build something where anyone can do that too. Share your perspective, connect with others, and be part of something exciting that celebrates you."
Urban Outfitters targets college market
Urban Outfitters has been heavily targeting collegiate Gen Z consumers since spring 2025. Most recently in August 2025, the company initiated a nationwide campaign focused on college football gameday culture and the start of the new academic year.
[READ MORE: Urban Outfitters continues college promotions with pop-ups]
In May 2025, the retailer rolled out “UO Haul," a marketing effort including products, pop-ups, strategic brand partnerships, and surprise giveaways aimed at college students.
At the time, Urban Outfitters said its immersive "UO Haul" experiences are part of a broader strategy to reimagine back-to-campus shopping by blending function, style and discovery in a way customers won't find anywhere else.
And Urban Outfitters partnered with HGTV to host the Dream Dorm Makeover Contest. Students were invited to curate a Pinterest board that captured their vision for a dream dorm.
August 2025 also saw Urban Outfitters team up with Chipotle to design a limited-edition 'A Little Extra' Dorm Collection inspired by the fast-casual chain’s menu, offered at select Urban Outfitters stores and online.
Founded in 1970 in a space across from the University of Pennsylvania, Urban Outfitters now operates more than 200 stores across the U.S. States, Canada and Europe, as well as a digital presence.
