Urban Outfitters is leaning into back-to-school with Good Game, a nationwide campaign built around college gameday culture and campus life. The series opens in Tucson with a Yung Gravy performance on August 28, followed by additional dates rolling out this fall. The first weekend includes UO Live from 7 to 10 p.m. on August 28 at Gentle Ben’s.
At the center of the push are UO College Shops inside 23 campus-adjacent stores. Each location is curated in school colors and stocked with Urban Outfitters staples such as BDG jeans and the Out From Under Bec collection, plus sport-inspired pieces and college-favorite brands including Nike. The full assortment is also available online for students who are not near a participating store. “Good Game is all about celebrating the return to campus and one of college’s most spirited occasions,” said Marybeth Cahill, chief merchandising officer.
Programming around the campaign includes surprise giveaways, mascot appearances, on-field moments and pop-ups, with Nike as a key partner providing exclusive product and activations. Beyond Tucson, Urban Outfitters plans additional talent appearances in college towns this fall, including Rebecca Black. The company says no two College Shops are the same, positioning the concept to dress gameday outfits and everyday campus wardrobes alike.