Urban Outfitters unveiled “All Together Now,” its first dedicated back-to-campus commercial. Featuring 76 real students from over 10 universities—including dancers, drum majors, creators, football players and members of UO’s always-on “Me@UO” community—the campaign celebrates the people shaping campus culture while reinforcing the brand’s longstanding connection to the college experience.
More than a standalone campaign, “All Together Now” is the latest expression of Urban Outfitters’ back-to-campus platform, rooted in supporting students through the milestones and traditions that shape the college journey. Set against the backdrop of Rutgers University’s 52,454-seat SHI Stadium and choreographed by renowned dance crew GRV, the film channels the energy of college game day through an all-student cast, celebrating movement, school spirit and connection.
The cast is styled in new and best-selling pieces from UO’s growing portfolio of owned brands—including BDG, Out From Under, Standard Cloth and iets frans—bringing together the community, culture and products that make the back-to-campus experience.
“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. “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 campaign is accompanied by the original track composed by Bryan Master, “All Together Now (UO Version),” available as a standalone single, featured on the curated Urban Outfitters game day playlist across major streaming platforms, licensed for creator use across social channels and playing in Urban Outfitters stores nationwide throughout the college football season.
With the debut of “All Together Now,” Urban Outfitters builds on its multiyear back-to-campus strategy that extends far beyond traditional campaigns. From immersive experiences and live performances to campaigns that put real students at the center, UO’s approach is fueled by always-on insights that keep the brand in sync with how its customers live and shop—putting its community at the center of what comes next.
