Justin Bieber Purpose Tour: Global Merch Launch

As Global ECD, I led the Urban Outfitters' Creative Marketing and Brand Imagery teams in marketing Justin Bieber's Purpose Tour collection for Urban Outfitters. Our strategy was clear: maximize brand awareness and customer acquisition by capitalizing on fan momentum. The team orchestrated major product 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. Merch drops were held in Berlin, London, Toronto, New York, and Los Angeles. Deepest thanks to our store leadership teams and merchant partners, whose collaboration and communication gave us the opportunity to engage our global audience in a way we never had before.