Urban Outfitters is kicking off the fall semester in style with the launch of Good Game, a nationwide campaign designed to capture the excitement of college gameday culture and the energy of returning to campus life. The campaign debuted in Tucson with a live performance from Yung Gravy on August 28, setting the tone for a series of spirited campus events rolling out across the country this fall—including future appearances from pop icon Rebecca Black and more major talent.
At the center of the initiative are UO College Shops, featured in 23 campus-adjacent Urban Outfitters stores nationwide. Each shop is uniquely curated to celebrate school pride, offering sought-after UO favorites like BDG jeans and the Out From Under Bec collection, alongside gameday-ready essentials and college-town staples from brands like Nike. No two College Shops are alike—each is tailored with school-specific colors and exclusive products to fuel student wardrobes, both for spirited gameday looks and everyday campus style. The full collection is also available online at urbanoutfitters.com, ensuring students everywhere can access the UO spirit.
“Good Game is all about celebrating the return to campus and one of college’s most spirited occasions,” said Marybeth Cahill, Chief Merchandising Officer, Urban Outfitters. “We’re excited to show up for students in ways that bring gameday to life, through curated styles, campus activations, and the brands they love most.”
Beyond fashion, Good Game is all about experiences that bring students together. From surprise giveaways and pop-up activations to mascot cameos and on-field moments, UO is infusing gameday energy directly into student life. Partnering with Nike, Urban Outfitters is also rolling out exclusive products and interactive experiences that amplify the connection between style, sport, and community.
The campaign schedule launched in Tucson (August 28–30), with UO Live featuring Yung Gravy at Gentle Ben’s. More dates and college-town activations are on the way, each featuring live performances, community events, and custom UO experiences designed to make every campus feel like the ultimate gameday destination.
Since its founding in 1970 across from the University of Pennsylvania, Urban Outfitters has been a brand rooted in youth culture, creativity, and individuality. With over 200 stores worldwide and a thriving digital presence, UO continues to inspire the next generation through its mix of product, music, and cultural connection.
For updates on Good Game activations and exclusive school-spirit drops, visit urbanoutfitters.com