Outdoor Voices' founder, Ty Haney, makes a return to the company, unveiling a fresh line of products
Outdoor Voices Reborn: A Strategic Relaunch Under Tyler Haney
After a tumultuous few years, activewear brand Outdoor Voices is set for a new chapter under the leadership of its founder, Tyler Haney. Haney has reacquired the brand and is spearheading a strategic relaunch that aims to revive its appeal in a saturated market.
Two years ago, Outdoor Voices sparked bankruptcy speculation and closed its 15 physical stores. However, Haney's return in 2025 marks a new beginning for the brand. The focus has shifted towards digital innovation and strengthening community connection to sustain relevance beyond a stylistic revival.
Under Haney's leadership, Outdoor Voices is positioning itself as a lifestyle brand that prioritizes creative product engineering and digital community engagement over traditional retail presence. The brand is backed by private equity to stabilize finances and foster growth in a competitive industry.
The new collection from Outdoor Voices, expected to debut on August 4, honors the brand's heritage while introducing fresh, innovative product designs. The collection, which Haney has spent the past nine months reimagining, is described as "fashion-y" with a perspective, taking its cues from the original brand she founded.
The new collection will first be available to Haney's Try Your Best community on August 4, and to everyone else on August 5. To unlock first access, visitors can sign up on Outdoor Voices' website. The brand has also wiped its Instagram feed and reintroduced Haney in a video.
In 2020, Ashley Merrill took over as chairwoman of Outdoor Voices with a mission to make it more profitable. Now, with Haney back at the helm, the brand is poised for a comeback. Cory Baker, co-founder and managing partner of Consortium, also plans to open Outdoor Voices locations in the future, possibly in 2025.
Haney, who founded, owns, and partners Outdoor Voices, notes that she was "a lot younger" when she founded the company and calls herself "a baby girl" straight out of college. Despite the challenges faced, she is optimistic about the future of Outdoor Voices, stating that the brand's "Doing Things" mission is being reactivated.
In this new phase, Outdoor Voices is integrating a web3 platform aiming to differentiate it from dominant competitors like Lululemon and Vuori. The brand's relaunch emphasizes bold, lifestyle-focused activewear designs and a commitment to digital community engagement. With Haney at the helm, Outdoor Voices is ready to make a comeback in the activewear industry.
[1] Source: Glossy (link) [2] Source: Footwear News (link) [3] Source: WWD (link) [4] Source: Bloomberg (link) [5] Source: Yahoo Finance (link)
- Outdoor Voices, under the leadership of founder Tyler Haney, is positioning itself as a lifestyle brand that combines creative product engineering with digital community engagement, instead of relying on traditional retail presence.
- The brand is backed by private equity, which aims to stabilize finances and foster growth in a competitive activewear industry.
- The new collection from Outdoor Voices, described as "fashion-y" with a perspective, will debut on August 4 and will be available initially to Haney's Try Your Best community.
- In addition to the physical stores planned by Cory Baker, Outdoor Voices is integrating a web3 platform to differentiate itself from competitors like Lululemon and Vuori.
- With the relaunch of Outdoor Voices, Tyler Haney, who has long been a part of the brand as founder, owner, and partner, is eager to revive the brand's "Doing Things" mission in the fashion-and-beauty, lifestyle, home-and-garden, and shopping sectors.
