Urban Outfitters is launching a new omnichannel platform, including pop-up activations, designed to support Gen Z students throughout their college careers. Known as “UO Haul,” the effort will include products, citywide pop-ups, strategic brand partnerships, and surprise giveaways. UO Haul kicked off in New York City with a citywide scavenger hunt that let participants follow clues to discover a fleet of glass-walled trucks, each transformed into a Gen Z dorm room and styled to reflect a distinct aesthetic. Select winners were invited to a special performance by global girl group Katseye. Phase two of UO Haul launches in June 2025 with “Special Delivery,” a month-long initiative celebrating recent graduates and inspired by the thousands of letters Urban Outfitters receives each year. Urban Outfitters will also team up with the Collegeboxes by UHaul student storage and shipping solution for a back-to-campus contest launching the week of June 9. Three students will win $1,000 in Urban Outfitters products and a move-in experience from Collegeboxes by U-Haul, which includes door-to-door service to handle their move from home to campus. Urban Outfitters says its immersive “UO Haul” experiences are part of a broader strategy to reimagine back-to-campus shopping by blending function, style, and discovery in a way customers won’t find anywhere else.