Outdoor Voices
Outdoor Voices is a US activewear brand for casual, easy-going workout gear.
On the record
Checkpoint: Sam's Club under-$25 capsule sell-through and reorder data becomes visible
The call
Outdoor Voices survives as a smaller, PE-owned brand leaning on nostalgia and cheap capsules while bigger players keep copying its look for free.
Outdoor Voices makes casual athletic clothes and was known for its design taste, but it went bankrupt in early 2024 and was bought by a private equity company called Consortium Brand Partners. Big competitors like Lululemon and Nike can copy its style and price point whenever they want, and there is nothing legally or physically stopping them from doing so. The brand is now trying to sell cheaper clothes at Sam's Club and make deals in Asia just to bring in cash, which suggests it is fighting to stay alive rather than growing stronger. The real test will be whether these discount sales are actually profitable and whether the founder, Ty Haney, is willing to bet her own time and money on the company again, because right now she is working on multiple other projects at the same time.
Why
01
AI pressure: AI-driven fast fashion pipelines (Shein, Amazon's AI design tools). AI trend-scraping lets fast-fashion rivals clone leggings and tees within weeks, undercutting price before Outdoor Voices can restock. Could AI do the core job? Only partly.
02
Bigger players: Lululemon, Nike, Alo Yoga. These larger brands can copy Outdoor Voices' relaxed, non-performance positioning at will and already outspend it on stores and marketing. Could a giant copy it? Yes, easily.
03
What protects it. A small, loyal fan base tied to founder Ty Haney's return and the brand's original community feel.
What would change this call
Sam's Club under-$25 capsule sell-through and reorder rate reported by Feb-Mar 2026. Shows whether Outdoor Voices can hold customers in a value channel or is only cashing out inventory.
Consortium Brand Partners discloses or continues to withhold FY2025 revenue figures for Outdoor Voices. Continued silence signals ongoing revenue weakness; disclosure of growth would show real recovery.
Ty Haney shifts from part-time consultant to full-time CEO/CCO role with equity at Outdoor Voices. Would show renewed founder conviction versus a brand being run as a side project.
Consortium Brand Partners discloses or continues to withhold FY2025 revenue figures for Outdoor Voices. Continued silence signals ongoing revenue weakness; disclosure of growth would show real recovery.
Ty Haney shifts from part-time consultant to full-time CEO/CCO role with equity at Outdoor Voices. Would show renewed founder conviction versus a brand being run as a side project.
Key numbers
- Closed all 15-16 stores, cut ~80% of staff
- E-commerce revenue fell to ~$23M in 2024 from ~$40M
- Raised $64-75M lifetime before distressed sale to CBP
Named risks
- No disclosed revenue or profitability since 2024 acquisition, opaque financial health.
- No structural moat: taste-based positioning freely copyable by Lululemon, Nike, Alo Yoga.
- Key person risk: Ty Haney part-time consultant, divided across OV, TYB, and Joggy.
- Execution risk on newly announced Misto/Asia expansion timing.
- Sam's Club value-tier pivot could erode brand premium and margins.
Rivals, as read in July 2026
| Rival | Direction | Evidence |
|---|---|---|
| Lululemon | contesting | Named dominant premium activewear benchmark in 2025-04 buying guides |
| Nike | contesting | Named top mainstream unisex activewear pick, 2025-04 |
| Alo Yoga | losing to | Cited as luxury athleisure aspirational alternative in third-party roundups |
| Gymshark | gaining on | PE-backed peer with broader scale per PitchBook competitor set, 2026 |
| Old Navy, Aerie, Uniqlo | contesting | Value-tier rivals as OV pivots downmarket via Sam's Club, Feb 2026 |
Questions people ask
- Is Outdoor Voices profitable in 2026?
- Unknown. Outdoor Voices' owner Consortium Brand Partners has disclosed no audited revenue or profitability figures since acquiring the brand in June 2024, and as of mid 2026 no public financials have been released, per reporting through 2026-06-30.
- Did Outdoor Voices go bankrupt?
- Outdoor Voices filed toward Chapter 11 bankruptcy in March 2024, closing all 15-16 retail stores and laying off roughly 80% of its corporate staff before being acquired by Consortium Brand Partners in June 2024 on undisclosed terms.
- Who owns Outdoor Voices now?
- Outdoor Voices is owned by private equity firm Consortium Brand Partners, which acquired it in June 2024 on undisclosed terms. CBP also owns Reese Witherspoon's Draper James and, as of 2025, Jonathan Adler.
- Is Ty Haney back running Outdoor Voices?
- Founder Ty Haney returned to Outdoor Voices in August 2025, but only as a part-time consultant and creative lead over product, brand, and community, not as a full-time CEO with equity, four years after her 2020 ouster.
- Could AI replace Outdoor Voices?
- No. Outdoor Voices is a physical apparel and community brand; its design, garment manufacturing, and brand storytelling are not directly AI-substitutable, though adjacent functions like customer service and marketing copy are increasingly automatable industry-wide.
- Who is Outdoor Voices' biggest competitor?
- Outdoor Voices competes against Lululemon and Nike, named top premium and mainstream activewear picks in 2025 buying guides, plus luxury rival Alo Yoga, none of which face any structural barrier to copying its casual 'recreation' positioning.
Timeline
- 2026-06Announced Misto Holdings partnership to expand into China and Southeast Asia
- 2026-02Launched under-$25 spring capsule collection with Sam's Club
- 2025-12Released a Pilates-focused product line
- 2025-08CBP appointed Mike Jacobs as Chief Growth Officer/Operating Partner
- 2025-08Founder Ty Haney returned as consultant/creative lead
- 2024-06-03Acquired by Consortium Brand Partners on undisclosed terms
- 2024-03Filed toward Chapter 11, closed all 15-16 stores, cut ~80% of corporate staff
- 2020-12Valuation fell to about $40M after Ty Haney's ouster
- 2018-03Raised $34M Series C at a $110M post-money valuation
Revision history
23 July 2026
First assessed. Little protection left. The text above is fixed as of this date and is not edited afterwards.
In the same band
Sources
- Report: Outdoor Voices going online only; closing all stores (2024-12-12)
- Activewear brand Outdoor Voices acquired by owner of Reese Witherspoon's fashion label (2024-06-03)
- Outdoor Voices acquired by Consortium Brand Partners (2024-06-03)
- Consortium Brand Partners Acquires Outdoor Voices (2024-06-03)
- Outdoor Voices (2026-07-20)
- Ty Haney is back at Outdoor Voices, this time with a new collection (2025-07-30)
- Outdoor Voices Owner Appoints Chief Growth Officer and Operating Partner (2025-08-20)
- Revenue, Competitors, Alternatives (2022-04-18)
- Brand Insights & Supplier Guide (2026-06-14)
- Outdoor Voices x Sam's Club Collab: Pricing, Photos, Release Date (2026-03-08)
- Consortium Brand Partners Portfolio Investments (2026-06-17)
- Outdoor Voices expands to China and Southeast Asia with Misto partnership