Outdoor Voices welcomes Ty Haney again, introducing a fresh new collection to the brand
Outdoor Voices, the popular direct-to-consumer activewear brand, is making a comeback after being acquired by Consortium Brand Partners (CBP) in 2023. The brand, known for its slogan "Doing new things," is undergoing a significant strategic pivot with founder Tyler Haney back at the helm.
Haney, who describes herself as "a lot younger" when she founded Outdoor Voices and calls herself "a baby girl" straight out of college, has spent the past nine months reimagining a collection for the brand. To achieve this, she has reassembled the original creative team and brought in new talent to shape the first collection.
The new capsule collection, set to debut on Aug. 4 for Haney's Try Your Best community and Aug. 5 for everyone else, promises to honor the brand's heritage while introducing fresh, technically credible, and fashion-y activewear. The collection emphasizes the brand's core ethos of active living and movement, with bold designs that reflect the lifestyle-focused approach to activewear.
The relaunch also includes a refreshed brand identity, logo, and website featuring a "doing new things" mantra to signal innovation and evolution. The strategy aims to differentiate Outdoor Voices in a saturated activewear market by targeting lifestyle-driven consumers through a mix of product creativity, community-driven engagement, and digital innovation, including a web3 platform.
Consortium Brand Partners, recognizing the potential in Outdoor Voices, saw fixable problems within the brand. They believe that the private equity stability they provide will support innovation and sustainability in a competitive market dominated by players like Lululemon and Vuori.
The next chapter of Outdoor Voices has its founder back at the helm, with Haney overseeing product, brand, creative, and community engagement. The brand's stores remain shuttered, but plans to open locations in 2025 are in place. In the meantime, the brand is focusing on its digital presence, with its website currently featuring a sign-up page to unlock first access to the launch.
The new line from Outdoor Voices is being promoted with a video reintroducing Haney. The video highlights her passion for the brand and her vision for the future, emphasizing the brand's commitment to community, innovation, and active living.
With its relaunch, Outdoor Voices is poised to rebuild its market presence through authentic community connection and innovative activewear products. The brand intends to expand into new categories and enter wholesale and specialty stores, marking a new era for the activewear brand.
- Outdoor Voices, a revitalized activewear brand known for its slogan "Doing new things," is set to make a comeback, having been acquired by Consortium Brand Partners (CBP) in 2023.
- Under the guidance of founder Tyler Haney, Outdoor Voices is fashioning a new collection that blends the brand's heritage with contemporary, fashion-forward, and technically credible activewear.
- This strategic pivot, aimed at differentiating Outdoor Voices in the competitive activewear market, will target lifestyle-driven consumers through product creativity, community-driven engagement, and digital innovation like a web3 platform.
- The relaunch includes a refreshed brand identity, logo, and website, signaling innovation and evolution with the mantra "doing new things."
- Recognizing the potential in Outdoor Voices, Consortium Brand Partners seeks to provide private equity stability to support innovation and sustainability in the market dominated by brands like Lululemon and Vuori.
- As part of this comeback, Outdoor Voices plans to expand into new categories, enter wholesale and specialty stores, and, potentially, open new stores in 2025.
- The brand's new collection will be promoted through video content that showcases Haney's passion for the brand and underscores its commitment to community, innovation, and active living.
- Outdoor Voices is utilizing its digital presence to unlock first access to its upcoming launch by encouraging consumers to sign up on its website.
- In addition to sports and fitness, the brand's products will likely span various lifestyle categories such as fashion-and-beauty, food-and-drink, home-and-garden, education-and-self-development, shopping, casino-and-gambling, entertainment, and general-news.
