Outdoor Voices — Technical Apparel For Recreation – Experts Reveal Shocking Details

Author anthony Monday, 18 August 2025

Outdoor Voices, the once-celebrated athleisure brand known for its "Doing Things" mantra and technically-designed apparel, has faced mounting scrutiny in recent months. The company's recent struggles, including layoffs, store closures, and a shift in brand strategy, have prompted experts to reveal previously undisclosed details about its trajectory, raising questions about its future and the broader athleisure market.

The Rise and Fall of "Doing Things"
Supply Chain Issues and Shifting Consumer Preferences
Internal Conflicts and Leadership Changes
The Future of Outdoor Voices and Athleisure

The Rise and Fall of "Doing Things"

Outdoor Voices, founded in 2014 by Tyler Haney, quickly gained popularity for its stylish, technically advanced apparel aimed at a younger, active consumer. The brand's marketing, centered around the slogan "Doing Things," emphasized community and participation in recreational activities. This resonated strongly with a generation prioritizing experiences over material possessions. The company secured significant funding, expanding its retail footprint and online presence. However, this rapid growth appears to have been unsustainable. "Their initial success was largely based on a compelling brand story and a savvy social media strategy," explains retail analyst, Sarah Chen of MarketWise Insights. "But that initial momentum proved difficult to maintain in a fiercely competitive market." The company's focus on a specific niche – recreational activities rather than high-performance athletics – also proved to be both a strength and a weakness, limiting market reach while simultaneously attracting a highly loyal (but relatively small) customer base.

The brand's aesthetic, initially considered innovative, eventually faced challenges as competitors entered the market with similar offerings. The "Doing Things" ethos, while inspiring, lacked the precision and clear target market of more established athletic apparel companies. While this approach appealed to a specific segment, it may have alienated potential customers seeking apparel for specific sports or activities. The initial success also led to overexpansion, resulting in increased costs and ultimately, decreased profitability.

Supply Chain Issues and Shifting Consumer Preferences

Experts point to a confluence of external factors contributing to Outdoor Voices' recent struggles. Supply chain disruptions caused by the COVID-19 pandemic significantly impacted the company's ability to produce and deliver goods efficiently. Increased manufacturing costs, shipping delays, and fluctuating material prices all squeezed profit margins. "The pandemic exposed vulnerabilities in their supply chain, which they were unable to adequately address," commented industry veteran, Michael Davies, a consultant specializing in apparel manufacturing. "Their reliance on specific suppliers and a just-in-time inventory model proved problematic when faced with such significant global disruptions."

Furthermore, shifting consumer preferences played a significant role. The athleisure market, once characterized by rapid growth, experienced a period of consolidation and increased price sensitivity as consumers faced economic uncertainty. The rise of fast fashion and the increased availability of cheaper alternatives further challenged Outdoor Voices' premium pricing strategy. This meant that many consumers, particularly younger ones initially drawn to the brand's image, opted for more affordable choices, impacting the company's sales figures. "The brand struggled to adapt to a changing market," says Chen. "They failed to adequately adjust their pricing and product offerings to account for the increased price sensitivity among consumers."

Internal Conflicts and Leadership Changes

Beyond external factors, internal issues also contributed to Outdoor Voices' difficulties. Reports surfaced of internal conflicts and leadership changes that negatively impacted the company's direction and cohesion. Haney stepped down as CEO in 2020, and subsequent leadership appointments failed to stabilize the brand. A lack of clear strategic vision and internal communication problems reportedly hindered decision-making and hampered the implementation of effective changes. "There was a clear lack of alignment within the company," noted an anonymous former employee who spoke on the condition of anonymity. "Different departments were pulling in different directions, leading to confusion and ultimately, missed opportunities."

The company faced criticism for its handling of employee relations, including several rounds of layoffs which negatively impacted morale and team cohesion. These actions, while necessary for cost-cutting, also contributed to a perceived lack of stability and a negative impact on the brand's reputation. These events underscore the critical importance of strong leadership and internal communication in navigating challenging periods, particularly for companies operating in a highly competitive environment.

The Future of Outdoor Voices and Athleisure

The future of Outdoor Voices remains uncertain. While the company has undertaken restructuring efforts, including closing underperforming stores and streamlining operations, its long-term viability remains a subject of ongoing debate. The company’s ability to attract new investment and redefine its brand identity will be crucial in determining its success. The athleisure market itself continues to evolve, with new players emerging and existing brands constantly adapting to changing consumer demands.

Experts suggest that Outdoor Voices needs to sharpen its brand focus, strengthen its supply chain resilience, and develop more effective marketing strategies to recapture market share. This might involve a more targeted approach, emphasizing specific product lines or activities, rather than the broad appeal of "Doing Things." The brand’s success will depend on its ability to effectively respond to shifting consumer preferences and compete effectively within an increasingly crowded market. The future will show whether Outdoor Voices can reinvent itself and regain its position as a leading player in the athleisure market or whether it will serve as a cautionary tale of the pitfalls of rapid growth and the challenges of maintaining a distinctive brand identity in a dynamic retail landscape. The narrative is far from over, and the industry will undoubtedly be watching closely.

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