Purpose Tour Merch Launch

social + photography + live coverage

Urban Outfitter’s Creative Marketing team orchestrated a major production launch for Justin Bieber’s Purpose Tour collection. This included launch events in five key international markets, followed by a global e-commerce release 48 hours later. Strategic pre-press and product seeding garnered record-setting social buzz for Urban Outfitters. From Berlin, to London, New York, and Los Angeles: The collection sold out two times over; first in stores, and then online.