Outdoor Voices

Outdoor Voices operates as an athletic and recreational apparel company, positioning itself in the athleisure market by focusing on the 'everyday' or recreational athlete rather than high-performance professionals. The company was founded in 2013 by Tyler Haney, who, inspired by her active upbringing in Colorado, sought to create a brand that celebrated activity for enjoyment and social connection. Haney, a graduate of Parsons School of Design, initially developed a textured, matte athletic fabric to counter the shiny, slick materials that dominated the market.

The business generates revenue through the direct-to-consumer sale of its apparel and accessories online. Initially, Outdoor Voices was known for its 'kits,' which allowed customers to purchase mix-and-match tops and bottoms at a bundled price. The brand's philosophy, encapsulated by the hashtag #DoingThings, resonated with a target demographic of millennials and Gen Z who value a more casual and inclusive approach to fitness. This community-centric model was a key differentiator, fostering a loyal following through social media engagement, brand ambassadors, and local events.

The company's journey has included significant milestones and challenges. After its initial launch, the brand gained traction and was featured by J. Crew in 2014, the same year it opened its first physical store in Austin, Texas. It raised approximately $57 million in funding by March 2018, with notable investors including General Catalyst. However, the company faced internal turmoil, leading to Haney's departure in February 2020 amidst financial difficulties and a drop in valuation. This began a period of instability with leadership changes and operational restructuring. In March 2024, the company announced the closure of all its 15 physical stores, transitioning to an online-only business model following mass layoffs. Shortly after, in June 2024, Outdoor Voices was acquired by the private equity firm Consortium Brand Partners. In a significant recent development, Tyler Haney announced her return to the company in July 2025 as a partner and owner, spearheading a brand relaunch with a new collection set to release on August 4, 2025.

Keywords: athleisure, direct-to-consumer, recreational apparel, community building, activewear, Tyler Haney, brand relaunch, lifestyle brand, online retail, social media marketing