TCF POST Report
Philadelphia — Urban Outfitters has launched its first-ever dedicated Back-to-Campus commercial, titled “All Together Now,” spotlighting 76 real college students drawn from more than ten universities. The cast includes dancers, drum majors, content creators, football players, and participants in the retailer’s ongoing Me@UO community program, all featured in a film meant to capture the people who define modern campus life.
The commercial extends Urban Outfitters’ broader Back-to-Campus platform, which centers on the traditions and milestones that mark the college experience. Filmed at Rutgers University’s SHI Stadium, which holds more than 52,000 fans, the piece was choreographed by the dance group GRV and aims to capture the excitement of a college game day through footage built entirely around student performers, school pride, and movement.
Throughout the film, the cast wears pieces from Urban Outfitters’ in-house label lineup — including BDG, Out From Under, Standard Cloth, and iets frans — tying the visuals directly to the retailer’s product offerings.
Shea Jensen, President of Urban Outfitters, framed the campaign as an extension of the brand’s customer-first approach: heading back to school is a moment when shoppers reconnect socially and start fresh, and the company’s programming, community outreach, and merchandise selection are all designed around that moment.
Participants in the film include the UNLV Rebel Girls & Co. and San Diego State University’s dance squad, Grambling State University’s well-known marching band program, and Rutgers’ own athletes and performers as the host school. Several social media personalities — Emily Ha, Avery Kroll, Blythe Beardsley, and Amayah Shaienne — appear alongside college athletes earning name, image, and likeness compensation, including NC State’s CJ Bailey, Syracuse’s Steve Angeli, and Penn State’s Tony Rojas and Brett Eskildsen.
Supporting the visual campaign is an original song, “All Together Now (UO Version),” composed by Bryan Master. The track will be released as a single, added to Urban Outfitters’ Game Day streaming playlist, made available for creators to use in social content, and played in stores through the college football season.
The release builds on Urban Outfitters’ multi-year investment in campus-focused marketing, which has grown to include live events and experiential activations alongside traditional advertising — all guided, the company says, by ongoing research into student behavior and preferences.
Urban Outfitters, founded in 1970 near the University of Pennsylvania, now operates more than 200 stores across the U.S., Canada, and Europe in addition to its online business.