You Think Nike Can Win Against OV?

You remember what attending a gym felt like 🤔

For some, it’s the rush of lifting weights or hitting personal records. For others, it’s the awkward struggle of figuring out machines or feeling out of place.

Outdoor Voices asked: What if the movement didn’t feel like a chore or competition?

They flipped the script, making the exercise less about performance and more about enjoying the process 😎 Their message was simple - Move your body in ways that make you happy, whether a hike, a stroll, or dancing in your living room.

Okay. What other things make this brand unique?

Let's see!

Outdoor Voices (OV) is an activewear brand that changed how people think about movement. Founded in 2013 by Tyler Haney, the brand was not about intense workouts or athletic competition.

Instead, it celebrated everyday activities like walking, stretching, or casually running errands - what they called “Doing Things.” The brand gained popularity for its comfortable, stylish, and sustainable designs.

They blended easily into daily life, and the brand focused on creating a movement where exercise felt joyful and approachable for everyone, no matter their skill level.

This unique positioning helped them stand out in a market dominated by performance-driven giants like Nike and Adidas.

STP Analysis

Segmentation

Outdoor Voices (OV) carefully chose its audience by looking at more than just fitness enthusiasts. Instead of targeting professional athletes or hardcore gym-goers, they focused on everyday people who enjoy moving their bodies in fun and casual ways.

The list included:

• Millennials and Gen Z, especially those aged 18 - 34.

• Individuals living in urban areas who value an active but balanced lifestyle.

• Those who are socially conscious and looking for sustainable and stylish activewear.

The brand understood that its customers cared about clothes that could transition from exercise to daily life without feeling overly sporty.

Targeting

Once OV identified the segment, they personalized their marketing to connect directly with these individuals. They spoke to people who:

• Found joy in group activities like hiking, yoga, or casual jogging.

• Preferred approachable, inclusive messaging rather than intense fitness goals.

• Valued clothing that was comfortable, versatile, and trendy.

For example, OV’s campaigns featured people enjoying everyday moments like walking their dogs, playing frisbee, or stretching at home instead of showing intense workout sessions.

Positioning

OV positioned itself as a friendly and inclusive activewear brand. The brand's key message was simple: Doing Things. That encouraged people to move for fun, health, and connection, not just to achieve fitness milestones.

This message made OV feel approachable and relatable, especially to those intimidated by traditional athletic brands. Their product designs also reflected this positioning:

• Vibrant, playful colors made the products stand out.

• Clothes were designed for casual and versatile use, not just workouts.

This strategy helped Outdoor Voices create a strong emotional bond with its customers, making them feel part of a bigger, more welcoming movement.

Strengths and Weaknesses

Strengths

• Unique branding

Instead of focusing on elite athletes or high performance, they promoted a more inclusive message of Doing Things. This approach made fitness feel fun and approachable, attracting younger audiences.

• Community engagement

By hosting local events like yoga sessions and hiking meetups, OV encouraged people to interact with the brand in real life. These events encouraged loyalty and word-of-mouth promotion.

• Social media

OV used social channels to show its colorful, trendy products and approachable messaging. Their campaigns generated high engagement, with Instagram followers growing by over 150% in just a few years.

• Focus on D2C (Direct-to-Consumer)

OV’s initial focus on DTC sales allowed the brand to have full control over its branding, customer data and experience, and pricing. They can use all this information to refine the products and marketing.

Weaknesses

• Overdependence on marketing spend

OV spent more on marketing to grow fast, with reports suggesting marketing expenses reached millions annually. While this drove initial awareness, it strained their finances.

• Scaling challenges

The brand faced difficulties managing operations efficiently as it expanded. Rapid store openings led to unbalanced inventory and increased operational costs. This led to losses of over $2 million in 2019.

• Inconsistent pricing and messaging

Although OV’s branding was friendly and inclusive, their prices were high. For example, $75 leggings felt too expensive for some who expected more affordable options.

• Limited Product Range

While signature products like the Exercise Dress were popular, OV struggled to expand its product line significantly. This limited their ability to attract new customer segments or encourage repeat purchases.

Here’s a video of people enjoying exercise in the exercise dress:

Marketing Mix

Product

Outdoor Voices created high-quality, versatile activewear designed for comfort and style. Their products stood out because they were not just for workouts but were also perfect for everyday activities.

Their designs featured products with fun colors, soft fabrics, and minimalist styles that addressed the needs of younger audiences.

They have also invested in sustainable materials, such as recycled polyester, to keep the brand unique, which perfectly resonated with eco-conscious customers. This focus on quality and sustainability helped the brand attract socially responsible shoppers.

Price

OV positioned itself as a premium brand with pricing that reflected the quality and sustainability of products. Items like leggings and dresses were more expensive than competitors.

However, OV also introduced occasional discounts and promotions to reach a broader audience, especially during major shopping events like Black Friday. This strategy helped attract price-sensitive buyers without lowering the brand's perceived value.

For example, here’s a post on IG with a 50% off tag:

Place

Outdoor Voices began as an online-first brand, selling directly through the brand's official website. This allowed them to control the shopping experience and collect customer data to improve their offerings.

As they grew, they opened physical stores in key cities like New York, Austin, and Los Angeles. These stores reflect the brand’s community-driven ethos, often hosting events and meetups.

OV also partnered with select third-party retailers, like Nordstrom, to expand their reach. This mix of online and physical stores and retail partnerships gave customers multiple ways to shop while maintaining brand consistency.

Promotion

OV’s marketing campaigns were simple but effective. Instead of focusing on intense athleticism, their ads celebrated everyday movement.

outdoorvoices

View more on Instagram

Check out these ads [Ad 1, Ad 2, Ad 3]

They used relatable content, like people walking their dogs or stretching at home, making their message feel personal. They also collaborated with micro-influencers on social media to spread awareness.

Here’s a reel on IG the brand did in collaboration with an influencer:

kalask9s

View more on Instagram

OV made its promotions authentic and engaging by working with people who reflected its target audience.

Social proof through user-generated content was another key part of the brand's strategy, with customers encouraged to share photos of themselves Doing Things in OV gear. Check out this UGC piece:

What Worked?

1. Community building:
   OV created a loyal customer base by organizing events like yoga sessions. These activities encouraged customer engagement and strengthened brand loyalty.

2. Unique product appeal:
   Products like the Exercise Dress gained popularity for their stylish, versatile design. Customers valued sustainability and high-quality materials.

3. Relatable marketing:
   Their campaigns focused on everyday activities to make fitness feel approachable. Collaborations with influencers and UGC boosted brand awareness and trust.

4. Digital-first approach:
   Starting as an online-first brand helped OV reach a larger audience efficiently. A strong social media presence, particularly on IG, further amplified their visibility.

What Didn’t Work?

1. Overexpansion:
   Opening too many physical stores quickly resulted in high costs and underperformance, straining the brand financially.

2. Unsustainable marketing costs:
   High marketing expenses without adequate returns led to financial losses.

3. Premium pricing issues:
   OV’s pricing alienated some customers, creating a disconnect between their inclusive brand message and affordability.

4. Limited product range:
   The lack of variety in their product line limited customer retention and growth opportunities.

Final Thoughts

Outdoor Voices’ journey shows both the potential and pitfalls of bold branding. By focusing on lifestyle over performance, OV carved a niche in activewear. However, financial missteps highlight the importance of balancing innovation with operational efficiency.

Could you answer these questions?

1. How can smaller brands compete with giants like Nike without surpassing resources?

2. What strategies can you adopt to ensure long-term scalability while maintaining brand identity?