Dive Brief:
- Urban Outfitters is celebrating game-day excitement and college culture in its first connected TV commercial, according to a press release and additional details shared by the brand.
- “All Together Now,” shot on location at Rutgers University in New Jersey, features 76 college students sporting pieces from multiple Urban Outfitter brands, including BDG and Out From Under. It will run across streaming platforms including Netflix and Hulu, along with social channels such as YouTube and TikTok.
- The spot builds on the multi-year platform aimed at college students and campus life. It is the first commercial for the “Back-To-Campus” brand platform.
Dive Insight:
Urban Outfitters continues to carve out a college-focused niche in the larger back-to-school market with its latest “Back-To-Campus” brand effort. The creative is part of a Gen Z-focused strategy, which has helped its parent company, Urban Outfitters Inc., increase sales by 11.4% year-over-year in the fiscal period ended April 30.
Back-to-school has been a cornerstone of Urban Outfitters’ marketing strategy for several years. The transition to college and campus life is a key theme for much of its creative, as the retailer carries both clothing and dorm essentials, such as bedding and home decor. Previously, the brand has partnered with U-Haul and Pinterest to court young consumers during that transitional period in their lives.
“All Together Now” brings that messaging to CTV for the first time. The 30-second commercial was choreographed by GRV and features the dance team of the University of Nevada Las Vegas Dance Team, UNLV Rebel Girls & Company, the San Diego State University Dance Team, the Grambling State University Tiger Marching Band and Rutgers athletes, performers and band. Name, image and likeness stars Steve Angeli, Tony Rojas, CJ Bailey and others join creators including Emily Ha and Avery Kroll in the creative as well.
“For our customers, returning to campus is a chance to reconnect with friends, have fun, and start a new semester on the right foot,” said Shea Jensen, president of Urban Outfitters, in press materials. “Everything we do, from the communities we celebrate to the experiences we create and the assortment we curate, starts with our customer. 'All Together Now' brings that commitment to life by celebrating this exciting time on campus.”
The original track, “All Together Now (UO Verision)” by Bryan Master, will be available as a single and featured on Urban Outfitters Game Day playlists and played in-store during college football season. It is also licensed for creator use on social channels.
Gen Z’s share of mall foot traffic has increased 57% YoY, per PwC data. This has made the cohort a prime target for brands such as Urban Outfitters and American Eagle, which both maintain a presence in malls. Back-to-school is a particularly lucrative time, with college students and their families expected to spend an average of $1,437.79 on back-to-school this year, up from the $1,325.85 spent in 2025, per NRF data.
