Urban Outfitters continues to grow its footwear reach with a targeted approach around Gen Z.

This month, the Philadelphia-based retailer debuted its latest “On Rotation” activation with Vans in celebration of the action sports brand’s 60th anniversary as it continues to expand its footwear business.

Bijon Javadzadeh, general merchandise manager of men’s and footwear at Urban Outfitters, told FN in an interview that its focus of footwear comes as the category grows “increasingly important” to its target younger consumer.

“Both sneakers and casual footwear are really the foundation of youth style today,” Javadzadeh, who previously held merchandising roles at Nordstrom and Tilly’s, said. “So, we’ve seen really strong engagement with expanded assortments and growing these big partnerships. And footwear has been a key part of some of these strong results.”

The executive said footwear has “always been important” to Urban Outfitters’ success, but with the launch of its debut “On Rotation” activation with Nike last year, the retailer’s focus on the category ramped up.

“Teaming up with Nike was a great moment for us to really show up in a new and special way for the consumer, and since then, we’ve been growing footwear’s presence in the store with updated fixturing and footwear destinations with stores,” Javadzadeh noted. “But it’s an ongoing effort, as we see continued opportunity to grow the category.”

Since its debut “On Rotation” launch with Nike, Urban Outfitters has gone on to partner with Ugg and Levi’s for the series. The company also had a large moment with Timberland over the holiday season.

Javadzadeh described “On Rotation” as a way to “bring brands to life through immersive storytelling and in store experiences rather than simply just merchandising products in the shop.”

And Urban Outfitters is doing just that with Vans this month. The retailer debuted its Vans partnership at its Herald Square location in NYC with a shop-in-shop that features custom-built structures integrating live camera feeds, campaign imagery, and layered product moments. The installment also features musicians Thomas Day and Juliet Ivy, marking the first time the “On Rotation” series has incorporated talent.

The curated Vans assortment spans sneakers, apparel, and accessories, with highlights including the Vans Authentic Checkerboard Sneaker, Premium Super Lowpro Trainer Sneaker, and Authentic Boat Shoe Sneaker. Standout apparel and accessory styles include denim workwear jackets, loose camo shorts, canvas zip totes, jockey hats and laces.

The Vans installation will roll out across five key doors following Herald Square including Fashion Valley mall and Brea mall in California, Cherry Creek mall in Colorado, and King of Prussia mall in Pennsylvania.

For footwear overall, Javadzadeh noted that the company has shoes in 43 of its 177 locations – with more to come. Retro trainers and low-profile silhouettes have both been top categories for customers, while athletic styles showing “great success,” the executive said. Fashion footwear across sandals, heels and boots are also on offer as the company drills down further on relevant product assortments.

“The goal in our stores is to really create a shoe shop-in-shop,” Javadzadeh said. ““We want our customers to know that we continue to be a great destination for all of their wardrobing needs. No matter where [consumers] start in that journey, we want to be a retailer that shows up in a meaningful way across all categories, with brands and products that are important to them.”