Outdoor Voices Became Popular in a Short Time

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Let's say, it’s a warm Saturday morning, and the world is waking up slowly 🥱 People are out for walks with their dogs, meeting friends for coffee, and maybe heading out for a light hike or a casual jog. These aren’t professional athletes or fitness models.

They are regular people just moving their bodies and enjoying the day. This is the world Outdoor Voices tapped into 🤨 Instead of pushing extreme workouts or intense athletic goals, they built a brand around the joy of just doing things.

No pressure, no competition - just the freedom to be active in a way that feels good.

However, growing up was not as easy as a bed of roses.
Its marketing strategies helped the brand to overcome them.

What marketing strategies did Outdoor Voices follow?

Let's see!

Outdoor Voices, an activewear brand founded in 2013 by Tyler Haney, sought to redefine fitness culture. Rather than promoting athleticism through high-performance wear, it encouraged people to “Get Outside” with comfortable, stylish, athletic wear.

This refreshing take on fitness culture quickly attracted a loyal following, with the brand challenging industry giants like Nike and Lululemon. Yet, despite its early success, Outdoor Voices faced challenges, from operational missteps to leadership changes.

STP Analysis

• Segmentation

Outdoor Voices focuses on the “athleisure” segment within the activewear market. Psychographically, it targets people who value a balanced, casual approach to fitness.

Demographically, they primarily target younger adults (ages 18-34) who are style-conscious and inclined toward casual, functional clothing.

• Targeting

Outdoor Voices’ core customers are millennials and Gen Z, who adopt active lifestyles but don’t identify as athletes. It finds them on social media, especially Instagram.

It also targets eco-conscious shoppers, and Outdoor Voices meets this demand by incorporating sustainable materials in its products.

• Positioning

Outdoor Voices positioned itself as a brand for everyone. But it increasingly positioned itself as an eco-conscious choice within activewear. With a playful and approachable tone, Outdoor Voices stands out in an industry dominated by high-intensity messaging.

Timeline of Events

2013: The Founding Vision

• Launch and Mission:
  Tyler Haney founded Outdoor Voices to redefine activewear. Haney’s concept was to make “athleisure” wear that could go from errands to workouts without the pressure to act.

• Product Launch:
  The brand launched its first collection with comfortable, casual styles to make exercise feel approachable for everyone. Outdoor Voices called this movement “Doing Things."

2015: Building an Online Community

• Social Media Strategy:
  Outdoor Voices quickly focused on building a loyal community. The brand used Instagram and other platforms to show real people “doing things” in their gear. They also partnered with influencers with similar backgrounds.

• Customer Engagement:
  The brand created a sense of community and belonging by encouraging customers to share their photos in Outdoor Voices clothes.

2016: Funding Success and Growth

• Series A Funding Round:
  Outdoor Voices got $7 million in Series A funding. The capital allowed them to expand their product line and strengthen their online presence. Read the full story here.

• Sales Growth:
  The brand’s popularity surged with the funding and the strong community it had built. Revenue grew as their “Doing Things” philosophy resonated with the audience.

2017-2018: Brick-and-Mortar Expansion

• Physical Stores:
  Fueled by growing sales, Outdoor Voices opened brick-and-mortar stores in Austin, Los Angeles, and New York City. They expanded to provide a tactile experience of the brand.

• Business Impact:
  By 2018, Outdoor Voices’ revenue reached $40 million, and the brand had become a known name in activewear, rivaling brands like Lululemon and Nike.

2019-2020: Challenges and Leadership Changes

• Financial Strain:
  The cost of rapid expansion began to take a toll on Outdoor Voices’ finances. Monthly losses grew as the brand struggled to balance the expenses of its retail stores and inventory.

• Leadership Shake-up:
  Founder Tyler Haney stepped down as CEO in early 2020 amidst mounting financial concerns. Critics pointed out that the brand may have expanded too quickly.

2021: A Turnaround Strategy

• Return of Tyler Haney:
  Haney returned to the brand to rebuild its original community-centric vision. Outdoor Voices shifted focus to digital growth, sustainability, and cost-cutting measures.

• New Direction:
  They doubled down on online sales and sustainable materials to lower costs. It introduced eco-friendly fabrics, aligning with the values of its environmentally conscious customers.

2023: Strengthening the Brand

• Continued Sustainability Efforts:
  In 2023, Outdoor Voices used more than 50% of sustainably sourced fabrics. This cut costs and supported its market position with eco-conscious consumers.

• Community Campaigns:
  Outdoor Voices continued community-driven marketing by hosting local events and supporting recreational activities that align with its “Doing Things” ethos.

Analysis of Strategy

Outdoor Voices’ journey has many lessons in branding, community engagement, scaling, and adaptability. Here’s an in-depth look at what worked, where the challenges arose, and how the brand adjusted to stay relevant in the activewear market.

1. Community-Driven Branding

From the beginning, Outdoor Voices positioned itself as more than just a fitness brand. Its “Doing Things” slogan encouraged people to get active in a casual, low-pressure way and set it apart from other brands.

Even after years of its inception, the slogan remains on the brand’s profile:

They built a robust digital community on Instagram by encouraging customers to share their “Doing Things” moments in real life. This community-centered marketing made the brand a relatable one for people who wanted comfortable, everyday athletic wear.

2. Lifestyle-Centric Social Media

Outdoor Voices partnered with micro-influencers who shared the brand’s active yet relaxed mindset rather than focusing on celebrities.

For example, here’s an IG reel the brand did in collaboration with a hiking influencer:

meredithewenson

View more on Instagram

These influencers promoted the brand’s inclusive and joyful approach to fitness, making it relatable and aspirational without being overly intense.

The brand's social media was instantly recognizable because of its uniform color palette, playful product shots, and lifestyle-focused images. This visual identity sets it apart from traditional activewear brands, attracting a younger, style-conscious audience.

Here’s a screenshot that shows how well it maintains its IG profile:

3. Shift to Sustainability

Recognizing the demand for sustainable fashion, Outdoor Voices began sourcing eco-friendly fabrics in 2020. By 2023, more than 50% of their materials were sustainable, aligning the brand with eco-conscious buyers.

Outdoor Voices used its sustainability efforts as a core part of its brand messaging to attract those who value ethical fashion. This move strengthened customer loyalty, especially among younger buyers prioritizing environmental responsibility.

Conclusion

Outdoor Voices’ journey from a small start to financial strain and gradual recovery provides valuable lessons. While it faced hurdles, the brand’s unique positioning in activewear and recent shift toward sustainability show potential for renewed success.

It's your turn now:

1. How can brands balance community-centric marketing with the need to scale without losing authenticity?

2. What are effective ways to introduce sustainability without significantly impacting product margins?