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Why this up-and-coming athleisure brand is succeeding by being the anti-Nike
Instagram/Outdoor Voices
Outdoor Voices wants to be everything that Nike isn't.
The three-year-old activewear company rejects the notion that has been long been embraced by Nike — that sports and exercise should be competitive and results-oriented.
"While you're running over hurdles in high school track, that message makes sense. But I realized that there was a powerful combination about being feminine and athletic that wasn't embodied in a brand," Tyler Haney, the 27-year-old founder of Outdoor Voices, recently said to CNBC.
Nike's marketing revolves around competition and results-oriented exercise. This message has worked; it's the No. 1 apparel company in the United States.
Other successful athleisure companies have risen to the top with marketing messages that revolve around competitiveness. Under Armour's pitch revolves around being the underdog and working hard.
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The company is beginning to gain more traction as more people learn about the brand; it's sold at J. Crew and at standalone stores. CNBC says the company has grown eightfold since its inception, when it started with just investment from her friends. (The company is private and does not disclose financials.)
Moreover, Haney told The Coveteur in March that she "is very much wanting to be the next great activewear brand — and so that’s very much [Haney's] vision for it."
To see the full CNBC story, click here.
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