Outdoor Voices was once one of the most talked-about athleisure brands in the U.S., known for its “Doing Things” motto and colorful sets.
But in recent years, the company has faced financial challenges, leadership changes, and shifting consumer habits.
Here’s a clear, structured look at what really happened and what you can learn if you’re running or starting an activewear brand.
Table of Contents
- Quick Answer
- Outdoor Voices’ Rise to Fame
- Key Problems and Setbacks
- Leadership and Funding Issues
- Store Closures and Strategy Changes
- Lessons for New Activewear Brands
- FAQ
- How FuKi Gymwear Can Help
Quick Answer
Outdoor Voices grew quickly in the mid-2010s thanks to Instagram marketing and millennial appeal, but rapid expansion, internal conflicts, and changing consumer trends created financial pressure.
By 2024, the brand had closed many stores and reduced staff while searching for a sustainable business model.
Outdoor Voices’ Rise to Fame
- Founded in 2013 by Tyler Haney in Austin, Texas
- Known for playful, color-blocked activewear and the tagline “Doing Things”
- Strong social media community and celebrity support
- Early funding from major venture capital firms fueled fast growth
Key Problems and Setbacks
| Issue | Impact on Brand |
|---|---|
| Rapid retail expansion | High operating costs |
| Inventory and supply delays | Lost sales, lower customer satisfaction |
| Rising competition (Alo, Lululemon, Gymshark) | Market share erosion |
| Shift in fitness habits (home workouts, price sensitivity) | Lower demand for premium pricing |
Outdoor Voices grew quickly but struggled to balance hype with profitability.
Leadership and Funding Issues
- Founder Tyler Haney stepped down as CEO in 2020 after board conflicts
- Several executive changes followed, creating inconsistent strategy
- Investors reportedly pushed for aggressive growth, which increased costs and risk
These leadership struggles left the company without a clear long-term vision.
Store Closures and Strategy Changes
By 2024:
- Multiple U.S. retail locations closed to cut costs
- The brand focused more on e-commerce and core products
- Partnerships and wholesale opportunities were explored to stay competitive
Outdoor Voices is still selling online but is a much leaner company than during its peak.
Lessons for New Activewear Brands
- Grow sustainably: Rapid retail expansion without steady profits can create financial strain.
- Prioritize supply chain stability: Consistent production and delivery maintain customer trust.
- Stay close to your core audience: Trends shift; constant product and marketing adaptation is key.
- Strong leadership matters: Vision and stability at the top guide long-term success.
If you’re starting your own athleisure line, Outdoor Voices’ story shows how brand hype alone is not enough.
FAQ
Q: Did Outdoor Voices go bankrupt?
A: No. The company downsized and restructured but continues to operate online.
Q: Are any Outdoor Voices stores still open?
A: A few flagship stores remain, but most U.S. locations have closed.
Q: Is the brand still designing new products?
A: Yes, but the focus is now on best-selling essentials instead of rapid seasonal launches.
How FuKi Gymwear Can Help
For entrepreneurs inspired to build a sustainable activewear brand,
FuKiGymwear.com offers:
- Custom OEM/ODM manufacturing for yoga, gym, and athleisure lines
- Premium fabrics like moisture-wicking blends and 4-way stretch
- Low minimum order quantities and global shipping support
Turn your brand idea into reality while avoiding the pitfalls Outdoor Voices faced.
