Outdoor Voices

Outdoor Voices is an activewear company that designs and sells “technical apparel for recreation” focused on everyday movement rather than high‑performance sports, serving lifestyle consumers with colorful, mix‑and‑match pieces and a community‑driven brand experience.[6][3]

High‑Level Overview

• Mission: Outdoor Voices’ stated mission is to “Get The World Moving” by making apparel that encourages daily recreation rather than elite performance.[6][8]
  - Investment philosophy / Key sectors / Impact on startup ecosystem: Not applicable—Outdoor Voices is a portfolio company / consumer brand, not an investment firm.[3][6]
  - What product it builds: Outdoor Voices builds activewear — leggings, tops, shorts, skorts and other apparel using proprietary fabrications (e.g., CloudKnit) designed for comfort and movement.[3][6]
  - Who it serves: Primarily everyday exercisers and lifestyle consumers (millennials/Gen‑Z leaning), people who value casual, colorful, community‑oriented fitness rather than competitive performance.[4][7]
  - What problem it solves: It reframes fitness from performance to participation, offering comfortable, stylish technical apparel and a community that lowers the barriers to regular movement.[6][4]
  - Growth momentum: Since founding in the mid‑2010s, Outdoor Voices expanded to multiple retail locations and an e‑commerce business and has invested in omnichannel retail tech (e.g., NewStore OMS) and RFID‑enabled inventory tooling to scale in‑store fulfillment and customer experience.[1][2][3]

Origin Story

• Founders and background: Outdoor Voices was founded by Ty (Tyler) Haney after she graduated from Parsons School of Design; company materials list a 2013 founding (public profiles often cite 2014 as the company’s launch year).[6][5]
  - How the idea emerged: Haney built the brand around the insight that many people want to move for fun and wellbeing rather than performance, so she designed apparel and messaging for “Doing Things” rather than athletic achievement.[6][7]
  - Early traction / pivotal moments: Early growth included a first Austin retail presence and Manhattan pop‑ups, the popular “kits” concept (mix‑and‑match bundled outfits), and later scaling through additional stores, venture funding, and investments in omnichannel systems to support buy‑online/pick‑up and improved in‑store inventory visibility.[5][1][2]

Core Differentiators

• Product differentiators: Focus on *recreation‑first* design (comfort, playful colors, mix‑and‑match “kits”), and proprietary fabric choices positioned between fashion and technical activewear.[6][3]
  - Retail & tech execution: Adoption of an omnichannel OMS (NewStore) and RFID scanning tied to staff iPhones to enable accurate inventory counts, buy‑online/pick‑up workflows, and mobile checkout (Apple Pay) in stores.[1][2]
  - Brand & community: Community‑first marketing that celebrates everyday movement rather than elite athletes, creating high engagement and brand affinity among casual activewear buyers.[4][7]
  - Operational focus: Emphasis on making stores efficient for associates (single app workflows) and making inventory more visible across channels to support fulfillment and analytics.[2]

Role in the Broader Tech & Retail Landscape

• Trend alignment: Outdoor Voices rides the athleisure trend and the broader retail shift to omnichannel experiences that blur online and in‑store commerce.[3][1]
  - Why timing matters: Consumer demand for comfortable, versatile apparel and seamless fulfillment (BOPIS, same‑day delivery) made OV’s community/product positioning and investments in omnichannel tooling timely as physical retail reemerged after early‑decade digital disruption.[2][1]
  - Market forces in its favor: Growth of wellness culture, social/community marketing efficacy among younger cohorts, and retail technology that lowers friction for unified commerce all support OV’s model.[4][2]
  - Influence: By emphasizing “recreation over performance” and pairing community marketing with modern omnichannel operations, Outdoor Voices has influenced how DTC apparel brands balance brand storytelling with in‑store operational investments.[7][2]

Quick Take & Future Outlook

• What’s next: Continued omnichannel maturity (expanded BOPIS and same‑day options in target markets), product line evolution, and deeper community programming are logical next steps given recent tech investments and brand positioning.[2][1]
  - Trends to watch: Demand for circularity/sustainability, resale or rental models in apparel, and further personalization in retail experiences will shape OV’s product and operations roadmap.[4]
  - How influence might evolve: If Outdoor Voices sustains brand affinity while improving margins through better fulfillment and inventory efficiency, it can remain a category leader for recreation‑focused activewear and a case study in integrating community marketing with modern retail tech.[2][1]

Quick reminder: Outdoor Voices is a consumer activewear company (not a technology or investment firm); the company has been adopting retail technology to support its growth and omnichannel goals.[6][1]