Philadelphia – September 17, 2026 -- Urban Outfitters is launching UO Game Day 2026, a free three-city campus tour featuring live concerts, giveaways, and pop-up shops at the University of Arizona, University of Wisconsin-Madison, and Rutgers University this fall.
The tour, now in its third consecutive year, is sponsored by Nike, Levi's, and Converse, brands the retailer credits with shaping sneaker, denim, and sportswear culture on campus.
Free concerts kick off in Tucson before moving to Wisconsin and New Jersey
UO Live shows run September 18 in Tucson, AZ (6-9pm) with Alison Wonderland; October 1 in Madison, WI (7-10pm) with The Linda Lindas and Mack Keane; and October 30 in New Brunswick, NJ (6-9pm) with DJ Miss Milan. Each tour stop includes in-store events, campus pop-ups, and sponsored student-section giveaways running from September 17 through October 31 across the three locations.
UO president says the tour targets key moments in student life
"Our goal is to show up for our customers in the moments that matter most to them through the products, brands, and experiences they love,