High-quality products for recreation that make you feel strong, confident, and ready for #DoingThings. That's what Outdoor Voices is made for.
The brand rose as a rival in a market dominated by well-known sportswear companies, upending the fitness sector with its distinctive approach to activewear. It has established itself as a well-liked brand among athletes and non-athletes thanks to its fashionable designs.
So what is it about this brand that has won over so many people's hearts?
This guide will give you an entrepreneur’s view of the brand, how it started, how it’s grown, what it’s worth, and the lessons you can take from its journey so far.
Plus, find out how to get your hands on our million-dollar brand playbook... absolutely FREE.
What is Outdoor Voices?
Outdoor Voices is an American activewear clothing company that designs and sells athletic apparel.
Who is the founder of Outdoor Voices?
Tyler Haney founded the company in 2014 in New York City.
What is the origin story of Outdoor Voices?
Tyler Haney founded this company due to her love for sports and athletics. She wanted to build a brand that put “female empowerment and dedication to diversity, equity, and inclusion at the forefront.” She began her business journey after studying business at Parsons School of Design.
The company's first store opened in Austin in October 2014, and opened its first pop-up shop in Manhattan in 2015.
Outdoor Voices was known initially for its "kits," which included a collection of tops and bottoms that could be mixed and matched for a bundled price.
How has Outdoor Voices grown?
This brand disrupted not only athleisure but the fashion industry as a whole.
It's a famous athletic brand that has greatly developed since its introduction in 2014. With a focus on diversity and supporting a healthy, active lifestyle, the brand has resonated with consumers and increased its product choices, launched new retail locations, and worked with notable athletes and celebrities.
More specifically, the brand filled a gap in the market somewhere between Lululemon and Under Armour. The New Yorker described this distinction as, “Rather than advertising world-class athletes engaged in rigorous training or fierce competition, OV emphasizes low-key workouts and everyday movement. The company became familiar to the fashion-conscious.”
The brand excelled at building a community of raving fans. “We understand how to build affinity and emotional connection around a brand with a fan base with rituals, routines, souvenirs that they can show off,” Haney said.
Through strategic marketing, a strong brand identity, and a devotion to its basic beliefs, OV became a prominent player in the competitive athleisure sector.
How was Outdoor Voices funded?
The brand has raised $64.4M in investment funds.
What is Outdoor Voices worth?
The brand has seen some turmoil over the years, including rifts between the founder, investors, and employees. These conflicts led to Haney stepping down as CEO and then back as an active board member in 2020. The most recent valuation we were able to find at press time was from 2020. According to Inc. Magazine, “Outdoor Voices had raised more than $60 million in venture capital, but its latest round, which closed in early 2020, valued the company at only $40 million, compared with $110 million two years earlier.”
What lessons can entrepreneurs learn from Outdoor Voices?
There are three valuable lessons to take from this case study:
- Focus on your person. The brand stood out because it focuses on one very specific customer - the recreational athlete. It honed in on the differentiations between high-performance athletes, wearers of athleisure, and its ideal audience. The brand's avatar could be described as casual, community-oriented, wellness-focused, stylish, and environmentally-conscious.
- Build an engaged audience. This brand built a vibrant community of people who are passionate about the outdoors and fitness. The brand values of participation and inclusivity show up in how they market. Specifically, they focused on social media, local events, and collaboration. Aim to create a sense of belonging and community among your customers.
- Share your mission. The brand’s motto “Doing Things” resonated with its customers and helped foster an emotional attachment to it. By standing for something meaningful, you can better attract your ideal customers, strengthen their loyalty, and stand out in your niche.
FAQs
What types of activewear does Outdoor Voices sell?
Outdoor Voices makes activewear for Doing Things daily — dog walks, running, tennis, and yoga included.
Where can I buy Outdoor Voices?
Does Outdoor Voices have any collaborations or partnerships?
Over the years, the brand has collaborated with brands including Peloton, Hoka One, Madewell, and Teva.
What is Outdoor Voices' Instagram account?
What is Outdoor Voices' website?
What is the size range of Outdoor Voices' clothing?
Sizes range from XS-XL.
Does Outdoor Voices have any retail stores?
Yes. They have retail stores in Austin, Atlanta, Boston, Houston, Chicago e.t.c
Is there a warranty on Outdoor Voices' clothing?
Yes. It says, “If your product fails to perform — or is damaged due to a material or manufacturing error — we'll replace it or work with you on another solution. All replacements are at the discretion of our team — we pledge to keep you Doing Things."
Takeaway
Doing Things! That's what Outdoor Voices wants every customer to do. Ultimately, they are building a community of vibrant and varied recreationalists who believe in the power of Doing Things. If you like having fun, we’ll get along.
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