Dive Brief:
- Urban Outfitters has partnered with Vans footwear on its latest iteration of On Rotation, the experiential in-store concept catering to Gen Z consumers, according to a company release.
- The Vans concept celebrates the 60th anniversary of the brand’s “Off The Wall” campaign and features apparel, accessories and footwear, including sneakers in its Vans’ iconic checkerboard pattern. Other products include denim workwear jackets, camo shorts, zip totes, jockey hats and laces.
- The Vans On Rotation concept will be featured in five stores: Herald Square in New York City; Fashion Valley and Brea Mall in California; Cherry Creek in Colorado; and King of Prussia in Pennsylvania. The installations will remain through the end of April, according to a company spokesperson.
Dive Insight:
Following earlier On Rotation activations with Nike and Ugg, Vans is the third footwear partner to take over the concept. The tie-up with the skateboard brand comes as Urban Outfitters looks to grow its footwear business.
“Vans is an iconic brand that our customers love, and we're excited to partner with them for On Rotation," Bijon Javadzadeh, general merchandise manager of men’s and footwear at Urban Outfitters, said in a statement. "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."
Urban Outfitters debuted the On Rotation concept last spring with Nike. The concept launched in New York; Washington, D.C.; Scottsdale, Arizona; and San Diego and Manhattan Beach, California.
Ugg was Urban’s On Rotation partner last November, featuring an assortment of casual footwear and apparel. The concept was featured in select stores across New York, California, Oregon and Washington, D.C. The company also partnered with Levi’s for On Rotation last September.
The latest partnership also comes as Vans and its parent company VF Corp. continue to work on a turnaround.
