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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. (2016)
pre launch
photos by Piczo
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![](https://images.squarespace-cdn.com/content/v1/5e5ad04184c0542097402625/1597298506169-OVREBKOK6S4LWY7QF1IK/PurposeUO-800x370.jpg)
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![screenshot.jpg](https://images.squarespace-cdn.com/content/v1/5e5ad04184c0542097402625/1597717313843-SVBD1A5XEI767XY0TDWM/screenshot.jpg)
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![tee.jpg](https://images.squarespace-cdn.com/content/v1/5e5ad04184c0542097402625/1597717440942-N5NLEUANN2RROF0VRNT9/tee.jpg)
live experience
#PurposeTourxUO
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![9540b116c7faa82491f201538e934a00.jpg](https://images.squarespace-cdn.com/content/v1/5e5ad04184c0542097402625/1597715957595-Z3TD9ZGWLEWBGFAKHDWD/9540b116c7faa82491f201538e934a00.jpg)