Latest news with #OnRotation
Miami Herald
7 days ago
- Business
- Miami Herald
Nike turns to unexpected brand in desperate bid to win back Gen Z
One brand reps LeBron, Serena, and Olympic gold. The other sells corduroy fanny packs and mushroom lamps. Raise your hand if you never thought you'd associate Nike with Urban Outfitters On paper, they live in completely different universes - one powered by performance, the other by personality. Nike is about greatness. Urban is about vibes. Don't miss the move: Subscribe to TheStreet's free daily newsletter And yet, here we are. Because when a brand starts slipping with the generation it once ruled, strange things happen. Related: Nike, Adidas face rising threat on the golf course Nike has been showing cracks. Once the default for teens, the brand's influence has started to fade. Gen Z is drifting toward streetwear, niche performance labels, and brands that feel more in tune with their identity than with big sponsorship deals. Meanwhile, Urban Outfitters has something Nike needs right now: cultural relevance with young people. Not tastemakers. What do you do when your brand starts feeling out of touch? You partner with someone who still has the juice. And that's exactly what Nike just did. Urban Outfitters The new concept is called On Rotation, and it has already launched inside select Urban Outfitters locations in New York, D.C., Scottsdale, San Diego, and Manhattan Beach. Each space is designed like a lounge, not a locker curated product drops, low lighting, and a discovery-first layout. Nike is the first featured brand. The activation includes more than 150 pieces of Nike apparel and footwear, available both in-store and online. not just about selling hoodies and Dunks. This is a larger play to recapture Gen Z's attention and, maybe more importantly, its respect. Related: Lululemon scores a huge victory over Nike Urban Outfitters says future On Rotation partnerships will feature fashion, lifestyle, and design brands that speak to Gen Z values. For now, Nike gets the full spotlight. "Urban Outfitters has always been a destination for discovery, especially for Gen Z," said Cyntia Leo, head of brand marketing. "Nike is the ideal first partner… their cultural credibility is unmatched." Except, that last part might not be true anymore. This isn't just a team-up. It's a test. Can Nike blend into culture again? Whether Gen Z actually buys in is the question nobody can answer yet. Nike's dominance isn't gone, but it's fragile. Nike is (obviously) still widely recognized, but its grip on younger consumers isn't what it used to be. Young shoppers are turning toward brands like New Balance, Hoka, and On - labels that mix cool with credibility and don't feel like they're trying so hard. Nike, on the other hand, is starting to try. The brand fumbled its wholesale strategy by pulling back too much, too fast. Its direct-to-consumer numbers have slipped. According to the latest Q3 earnings report, Nike's 2025 third quarter revenue dropped 9%, with direct revenues down 12% and wholesale revenues down 7% Even the CEO admitted Nike needs to rebuild wholesale relationships, a sign of strategic retreat, not confidence. On Rotation isn't just a retail concept - it's a rehab attempt. Nike is trying to borrow cultural clout from a retailer that still connects with Gen Z. Urban Outfitters might not sell out arenas, but it knows how to fill a For You page. This move could help Nike find its footing again. Or it could prove what younger shoppers already suspect: the Swoosh just isn't that cool anymore. Related: Nike delivers bad news for customers The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Business Mayor
19-05-2025
- Business
- Business Mayor
Urban Outfitters' in-store experiential concept goes after Gen Z — first with Nike
Listen to the article 3 min This audio is auto-generated. Please let us know if you have feedback. Urban Outfitters announced a new store concept dubbed On Rotation, according to a Wednesday press release. Featuring 'lounge-style' in-store installations, the retailer is partnering with brands to foster discovery, specifically for Gen Z. Nike is the first On Rotation partner. A curated assortment of over 150 apparel and footwear items from the brand will be in-store and online. Future partnerships will focus on fashion, lifestyle and design. On Rotation will debut in New York; Washington, D.C.; Scottsdale, Arizona; and San Diego and Manhattan Beach, California. Urban Outfitters is making strides in experiential retail, starting with Nike. '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,' Cyntia Leo, head of brand marketing and communications at Urban Outfitters, said in a statement. '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.' Urban Outfitters' SoHo Nike Shop Courtesy of Urban Outfitters The On Rotation concept was created with Gen Z in mind, and Urban Outfitters will pick other brands to partner with that appeal to the generation. Nike continues to be the favorite footwear and apparel brand of teens, according to a recent Piper Sandler survey. However, Nike has been losing ground among the cohort in recent years. The partnership with Urban Outfitters comes as Nike is trying to reestablish relationships with its wholesalers. The athletics company acknowledged missteps in its strategy when it began pulling back on those partnerships and has been working to build them out once again. Read More India's soymeal exports seen picking up as global prices rally 'Partnering with Nike must feel like a world-class experience,' Nike CEO Elliott Hill recently said on an earnings call. The brand reported that revenue in the third quarter fell 9% year over year to $11.3 billion. Its DTC business was down 12% while wholesale decreased 7%. Urban Outfitters will report its Q1 earnings on Wednesday. This story first appeared in the Retail Dive: Operations newsletter. You can sign up for it here. READ SOURCE
Fibre2Fashion
15-05-2025
- Business
- Fibre2Fashion
US' Urban Outfitters unveils 'On Rotation' retail concept with Nike
Urban Outfitters introduces On Rotation, a new retail experience created to fuel discovery, inspiration, and authentic connection through a curated mix of today's most exciting brands, all brought to life with Urban's signature creativity. Launching Wednesday, May 14th, with its first partner, Nike, On Rotation will debut in stores featuring dynamic lounge-style installations in five key cities: New York, Washington D.C., Scottsdale, San Diego, and Manhattan Beach, CA. This new concept builds on Urban's strategy to meet the evolving needs of Gen Z and deliver community-driven, memorable retail experiences. Cyntia Leo, Head of Brand Marketing and Communications at Urban Outfitters , explains the brand's approach to connecting with its audience: "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. 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." Urban Outfitters will launch On Rotation with a cross-divisional assortment of Nike apparel and footwear, styled specifically for the UO consumer. Building on the launch, Urban Outfitters will expand its Nike product assortment across both digital and retail experiences, with over 150 choices. Additionally, to spark buzz and foster community, UO will tap into LA's vibrant running culture by releasing a limited capsule to celebrate the Nike After Dark Tour: Los Angeles 13.1, a race bringing together sport and self-expression this June. The collection – with an exclusive color way of the Nike Vomero 18, a maximum cushioned running shoe – will be available across all LA store locations, including the On Rotation destination. Leading up to the race, UO partnered with more than 20 influencers and college-aged community members on a four-month training journey to generate excitement and highlight Nike's presence at UO. Urban Outfitters has launched On Rotation, a new retail concept designed to inspire and connect with Gen Z through curated brand experiences, starting with Nike. Featuring lounge-style installations in five US cities, the initiative includes exclusive Nike products and a special LA capsule collection linked to the Nike After Dark Tour: Los Angeles 13.1 event this June. Brad Desy, Head of Stores and Branch Management at Urban Outfitters , describes On Rotation as a dynamic step forward in experiential store concepts: "On Rotation brings a bold new layer of connection and discovery to our stores. The "rotating" concept serves as a living discovery engine, offering a platform to bring our brands to life- in real time." Future activations will spotlight new partners across fashion, lifestyle, and design, ensuring On Rotation remains a fresh platform shaped by the brands Gen Z knows and loves. Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged. Fibre2Fashion News Desk (RM)
Fashion Network
15-05-2025
- Business
- Fashion Network
Urban Outfitters launches 'On Rotation' retail concept with Nike as first partner
debuted a new retail experience on Wednesday called "On Rotation", created to fuel discovery, inspiration, and authentic connection. The rotating retail concept kicks off with Nike as its first featured partner and will be rolled out in five major cities: New York, Washington D.C., Scottsdale, San Diego, and Manhattan Beach, California. "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 into LA's running scene with a limited-edition capsule celebrating Nike's After Dark Tour: Los Angeles 13.1. The collection will include a special colorway of the Nike Vomero 18 running shoe, available across all Urban Outfitters LA locations and the On Rotation space.
Fashion Network
15-05-2025
- Business
- Fashion Network
Urban Outfitters launches 'On Rotation' retail concept with Nike as first partner
Urban Outfitters debuted a new retail experience on Wednesday called "On Rotation", created to fuel discovery, inspiration, and authentic connection. The rotating retail concept kicks off with Nike as its first featured partner and will be rolled out in five major cities: New York, Washington D.C., Scottsdale, San Diego, and Manhattan Beach, California. "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 into LA's running scene with a limited-edition capsule celebrating Nike's After Dark Tour: Los Angeles 13.1. The collection will include a special colorway of the Nike Vomero 18 running shoe, available across all Urban Outfitters LA locations and the On Rotation space.
