Ty Haney Returns to Outdoor Voices: Relaunching the Activewear Brand
Key Insights
Ty Haney returns to Outdoor Voices with a focus on reactivating OG OV lovers and introducing the philosophy of doing things and freeing fitness from performance to a younger audience.
The relaunch includes refreshed branding, a new logo designed with Little Plain, and an expanded product offering that includes lifestyle and lounge wear.
Haney is reassembling key members of her original team, including creative director Tiffany Wilkinson, designer Jessica Guzman, and general manager Mariel O’Brien.
Outdoor Voices will be available on Haney’s web3 community platform, Try Your Best (TYB), giving early access to members and leveraging community feedback.
The brand aims to blend its original vision with a more fashion-forward approach, incorporating natural materials and updated versions of classic pieces.
In-Depth Analysis
Ty Haney's return to Outdoor Voices signifies a strategic effort to revitalize the activewear brand after its bankruptcy in 2023. Haney, who founded OV in 2013, aims to recapture the brand's initial success by focusing on community engagement and expanding its product line beyond traditional activewear.
The relaunch strategy involves a careful balance of old and new, with a revamped logo and styles that broaden the brand’s identity to include lifestyle and lounge offerings. Key to this strategy is leveraging Haney's community rewards platform, Try Your Best (TYB), to build brand loyalty and gather feedback.
The new Outdoor Voices collection features updated versions of classic pieces like the Exercise Dress and Court Skort, alongside new items like the Energy Dress, Sun Shirt, and Sugar Cardigan. The brand is also exploring collaborations and partnerships to expand into new categories.
OV's previous struggles were marked by financial missteps and leadership turmoil, leading to store closures and bankruptcy. Haney's return, backed by Consortium Brand Partners, represents a renewed commitment to the brand's original vision and a focus on sustainable growth.
How to Prepare:
Consumers can anticipate a refreshed product line with updated versions of classic OV pieces and new lifestyle offerings.
Engage with the brand on TYB for early access to product launches and community rewards.
Follow Outdoor Voices' social media channels for updates on collaborations and new collections.
Who This Affects Most:
Loyal Outdoor Voices customers who have been awaiting a brand revival.
Gen Z consumers who are increasingly interested in sustainable and community-driven brands.
The broader activewear market, as OV seeks to reclaim its position as a leading recreation brand.
FAQs
Q: What is Ty Haney’s new role at Outdoor Voices?
Ty Haney is returning as founder, partner, and co-owner, overseeing product, brand, and creative direction.
Q: When will the new Outdoor Voices collection be available?
The new collection will be available starting August 5 on the Outdoor Voices website and through Try Your Best (TYB).
Q: What is Try Your Best (TYB)?
TYB is a community rewards platform founded by Ty Haney, designed to help brands build fan channels, reward subscribers, and gather feedback.
Q: What are the key changes in the relaunch?
The relaunch includes refreshed branding, a new logo, an expanded product line, and a focus on community engagement through TYB.
Key Takeaways
Ty Haney’s return to Outdoor Voices marks a significant turning point for the brand, with a renewed focus on its original vision of recreation and community.
The relaunch introduces a refreshed product line that blends classic pieces with new, fashion-forward designs.
The brand is leveraging Ty Haney’s community rewards platform, Try Your Best (TYB), to engage with customers and build brand loyalty.
Discussion
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