PHILADELPHIA, PA — Urban Outfitters is expanding its partnership with footwear brand UGG through a five-city retail campaign that includes the Philadelphia area, using branded shopping experiences and digital marketing to strengthen its position among Generation Z consumers during the fall and holiday shopping seasons.
The Philadelphia-based retailer is bringing back On Rotation, a retail initiative introduced with UGG in 2025, with installations planned at select Urban Outfitters stores in October and November.
The campaign will operate in the Philadelphia area, New York City, Boston, Chicago and Los Angeles, combining dedicated product displays with interactive shopping environments designed to encourage customers to explore UGG footwear and apparel.
The collaboration gives Urban Outfitters another opportunity to capitalize on demand for UGG products among younger shoppers while providing the footwear brand with access to the retailer’s established Gen Z customer base.
UGG is owned by Deckers Brands (NYSE: DECK), the publicly traded footwear company whose portfolio includes several consumer brands.
The retail installations will feature dedicated footwear try-on areas, vintage-inspired displays and a tailgate-themed presentation of UGG merchandise.
The featured assortment includes the women’s Goldenstar Evelina Clogs, Classic Ultra Mini Western Embroidered Boots and Nikia Crochet Fluff Zip-Up Jacket.
Established products, including the Classic Ultra Mini Boot and men’s Tasman Slipper Clogs, will also be available as part of the seasonal promotion.
The merchandise selection combines newer designs with existing products as Urban Outfitters seeks to encourage purchases across multiple UGG categories.
“UGG really resonates with our customers, particularly as they start dressing for fall,” said Bijon Javadzadeh, Urban Outfitters’ general merchandise manager for men’s and footwear.
Javadzadeh said the campaign is intended to encourage shoppers to explore different styles and discover additional products from the brand.
Beyond the participating stores, the companies will support the collaboration through original editorial content, outdoor advertising, paid and organic social media campaigns, and other digital marketing.
The coordinated promotion extends the partnership beyond individual store locations, allowing both brands to reach customers through multiple sales and marketing channels.
The campaign will continue into the holiday shopping season, positioning UGG footwear and apparel as seasonal gift purchases.
For Urban Outfitters, the initiative reflects a broader merchandising approach that combines established consumer brands with specialized in-store experiences to attract younger shoppers and encourage engagement beyond conventional product displays.
The Philadelphia-area installation will be one of five participating locations nationwide as the retailer expands its seasonal collaboration with UGG.
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