Outdoor Voices

Brand Extension

The Ask

Reimage what's next for Outdoor Voices by identifying a surprising, yet believable, opportunity for the brand to expand into a new audience, category, or cultural space.

Meet Outdoor Voices

Outdoor Voices is an Austin-based activewear brand founded in 2013 by Ty Haney. Her mission has been to promote everyday movement over high-performance sport with the motto “Doing Things.”

The brand emphasizes community and inclusivity, resonating with college-aged and young women who built the initial success for the brand’s activewear. Outdoor Voices is primarily known for its colorful, stylish apparel, including the signature Exercise Dress of 2018.

From a brand in the spotlight to a brand in crisis

Problem + Target

OV has stopped doing things for the audience who cared for them the most.

That's college women ages 18–25 seeking stylish, comfortable outfits for whatever they're doing.

Evaluating our college-girl target in 2025, we realized she consistently shows up for the ultimate “Doing Things” activity:

Insight

And your outfit matters as much as the score on game day.

70.2% dress up or on theme for college game day
1 in 5 spend $100+ on new outfits each season
51.4% feel social pressure to “look good” on game day
56.8% don’t know what to wear on game day (Survey Responses)

Strategy

Position Outdoor Voices as the game day uniform, blending comfort-driven athletic wear with the evolving style needs for fans in the bleachers.

Let's keep this brief and get to the good stuff!

Objective: Reignite Outdoor Voices’ relevance by reconnecting with the girl who first championed them.

Problem: OV has stopped doing things for the audience who cared for them the most.

Target: College women ages 18–25 seeking stylish, comfortable outfits that take them from early tailgates to last call.

Insight: Your outfit matters as much as the score on game day.

Strategy: Position Outdoor Voices as the game day uniform, blending comfort-driven athletic wear with the evolving style needs for fans in the bleachers.