Ty Haney's Bold Outdoor Voices Revival | Fast Five Shorts

Summary

Summary of "Ty Haney's Bold Outdoor Voices Revival | Fast Five Shorts"

Podcast Information:

• Title: Omni Talk Retail
• Hosts: Chris Walton and Anne Mezzenga
• Episode: Ty Haney's Bold Outdoor Voices Revival | Fast Five Shorts
• Release Date: July 31, 2025

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Introduction

In the July 31, 2025 episode of Omni Talk Retail, hosts Chris Walton and Anne Mezzenga explore the highly anticipated return of Tai Haney to Outdoor Voices. They dissect the strategic implications of this comeback, analyze the brand's new direction, and debate the potential impact on the competitive activewear market. The discussion offers listeners a comprehensive understanding of whether Tai Haney's revival of Outdoor Voices is poised for success or fraught with challenges.

Brand Revival and Acquisition

The episode opens with the exciting news of Tai Haney’s return to Outdoor Voices after a four-year hiatus. As Chris Walton introduces, "Tai Haney is officially back at Outdoor Voices after a four-year absence, bringing a fresh, confident, bold, and sexy vision to the activewear brand she originally founded in 2013" (00:00). This revival is spearheaded by Consortium Brand Partners, a consumer brand investment firm that acquired Outdoor Voices in June 2024. Consortium specifically sought Tai to return as founder, partner, and co-owner to lead the brand's resurgence.

Marketing Strategies and Relaunch

Outdoor Voices has embarked on a bold relaunch strategy under Tai Haney's leadership. The initial move included a dramatic overhaul of the brand's social media presence: "Outdoor Voices wiped its Instagram grid clean and followed just one person, Haney herself" (00:00). This minimalist approach aims to generate buzz and anticipation among followers.

The first product drop features a limited edition diamante-adorned sweatshirt emblazoned with the phrase "Doing Things. Yeah, aren't we all?" This move signifies the brand's shift towards positioning itself as the "uniform for doing things," expanding its appeal beyond pure athletic functionality. Tai Haney emphasizes an intersection between designer craftsmanship and activewear, incorporating elevated details typically reserved for high-end fashion.

Discussion and Analysis

Timing and Leadership

Anne Mezzenga raises critical questions about the timing of Tai Haney's return: "When is a founder still the right leader years into a brand's journey? And how do you know when it's time to hand the reins to new leadership as Outdoor Voices may have done prematurely?" (01:35). An unnamed analyst concurs, expressing doubt about the effectiveness of bringing Tai back at this juncture: "They released Ty Haney prematurely as a brand that is, you know, originally direct to consumer and is really based on the influence of one person being Ty herself" (01:35).

Demographic Considerations

The hosts discuss whether Tai Haney's influence will resonate with newer demographics such as Gen Z and Gen Alpha. The analyst points out, "I don't know that Ty Haney means anything to them. I don't know that her coming back is really going to bring the following that Outdoor Voices saw in previous years" (01:35). This concern highlights the challenge of reconnecting with a younger audience that may not have the same brand loyalty as millennials.

Founder vs. Sustainable Business

Chris Walton delves into the complexities of a founder-led business: "If she's the business, then it's not a business because it doesn't work with her when she leaves. And a business needs to work whether the people are there or not, ultimately" (03:50). He underscores the importance of building a brand that operates independently of its founder to ensure long-term sustainability.

Marketing Tactics

The bold social media move of wiping the Instagram grid is both lauded and critiqued. Chris acknowledges the strategy as "pure baller to try to do that" but also notes the potential backlash: "There's a lot of people are like, oh, now I just like this brand and now you've unfollowed me because you're so cool. But, you know, so you're going to alienate some" (03:50). Despite this, Chris appreciates the audacity of the marketing tactic as a noteworthy gambit in the crowded athleisure space.

Industry Insights

Competitive Landscape

The hosts highlight the oversaturated nature of the athleisure market compared to a decade ago when DTC (Direct-to-Consumer) brands were rapidly emerging. Chris questions the viability of Tai's second attempt: "It's not like Steve Jobs coming to resurrect Apple. Apple was uber successful already at one point. Outdoor Voices was was it successful or was it just riding the DTC curve and the athleisure trend curve at the same time?" (03:50).

Strategic Motivations

Anne suggests that Financal motives might underpin the revival: "We always say on the show, you got to follow the money. I wouldn't be surprised if there were ties from this investment group to other things that she has going on" (06:01). This insight raises questions about whether Consortium Brand Partners' investment aims extend beyond merely reviving Outdoor Voices, potentially leveraging Tai's influence across their portfolio.

Future Outlook

The conversation turns to the potential paths forward for Outdoor Voices. Chris proposes that Tai might consider launching a new venture entirely: "If you're really that good, why don't you just start this up on your own without all the legacy?" (07:09). Anne humorously adds, "You get elevated dresser dresses between designer and activewear that you can wear while you're swinging nunchucks around" (07:09), emphasizing the brand's bold and unconventional image.

Despite the uncertainties, Tai Haney's expertise in social commerce and design remains a valuable asset. However, the success of this revival hinges on strategic execution, market reception, and the ability to differentiate Outdoor Voices in a fiercely competitive market.

Notable Quotes

• Chris Walton (00:00): "Tai Haney is officially back at Outdoor Voices after a four-year absence, bringing a fresh, confident, bold, and sexy vision to the activewear brand she originally founded in 2013."

• Unnamed Analyst (01:35): "They released Ty Haney prematurely as a brand that is, you know, originally direct to consumer and is really based on the influence of one person being Ty herself."

• Chris Walton (03:50): "If she's the business, then it's not a business because it doesn't work with her when she leaves. And a business needs to work whether the people are there or not, ultimately."

• Unnamed Analyst (06:54): "They could have done a much better job just starting something entirely new, especially with the product line too."

• Chris Walton (07:09): "If you're really that good, why don't you just start this up on your own without all the legacy?"

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This episode provides a nuanced examination of Tai Haney's return to Outdoor Voices, balancing enthusiasm for the brand's bold new direction with critical questions about leadership, market positioning, and long-term viability. Whether Tai Haney's revival will rekindle the brand's former glory or struggle amid stiff competition remains to be seen, making this a pivotal moment for Outdoor Voices in the activewear industry.

Transcript

[Chris]

Tai Haney is back at Outdoor Voices, relaunching the activewear brand with a confident, bold and sexy look. According to Glossy Tai Haney is officially back at Outdoor Voices after a four year absence, bringing a fresh, confident, bold and sexy vision to the activewear brand she originally founded in 2013. Consumer brand investment firm Consortium Brand Partners acquired outdoor voices in June 2024 and specifically wanted Heney to return as founder, partner and co co owner to lead the brand's revival. The relaunch kicked off with dramatic social media fanfare as Outdoor Voices wiped its Instagram grid clean and followed just one person, Haney herself. The first product drops will be a limited edition diamante adorned sweatshirt reading Doing Things. Yeah, aren't we all? The brand is positioning itself as the quote, uniform for doing things, expanding beyond pure athletic functionality, and the design philosophy now embraces what Haney calls an intersection between designer and activewear with elevated details typically reserved for high end fashion. And Tai Haney coming back to Outdoor Voices sounds a little Messiah ish to me if I got to be honest. But this is also our Put you on the spot question, our A and M Put yout on the Spot Question of the week. So here it is. Bringing back Haney as the OG Outdoor Voice in quotes could reignite the brand's magic and thinking about whether this will work for the brand. When is a founder still the right leader years into a brand's journey? And how do you know when it's time to hand the reins to new leadership as Outdoor Voices may have done prematurely?

[Unnamed Analyst]

Oh, I mean, wouldn't we all be wealthy if we knew exactly when the right time was to get rid of the founder and bring in some new leadership. I mean, I think that Outdoor Voices, I think missed out. I think as as A and M suggest, Outdoor Voices released Ty Haney prematurely as a brand that is, you know, originally direct to consumer and is really based on the influence of one person being Ty herself. I think that the future of Outdoor Voices and whether or not this will be successful really depends on who the demo is that's going to latch onto this brand. I mean, if it's millennials from their early days in 2020 when they were, you know, really thriving as a brand, maybe this is enough to get them to come back, but I worry about whether or not that's going to be enough to sustain the brand. Because I think if you look at this younger demographic, you look at, you know, Gen Z and Gen Alpha, I don't know that Ty Haney means anything to them. I don't know that her coming back is really going to, to bring the following that Outdoor Voices saw in previous years. So I mean, to answer A&M's question, I think know it was not the time to release her. They were still doing well. They probably should have managed this better from who's doing the merchandising, who's in charge of the store launch plans and store openings and that kind of thing versus, you know, versus putting, putting her in charge of that. And her real talent is leading the concepting, the design, the, you know, the, the social commerce element of this, as she's done clearly with her other two brands that she's also still a part of Jog, the energy drink and her loyalty business that she spun up. So I think she's a really smart individual. They let her go too soon. Can she bring awareness back to this brand in a very crowded athleisure space? Verdict still out for me. But what about you? What do you think? I mean, do you think that you can, you know, when is it time to let go of the founder, Chris?

[Chris]

Yeah, well, I do think you can be smart about how you evaluate that 100%. I mean, I think to me it's, it's, it comes down to two things. It's based on the results that you're seeing and the cultural assessment of the organization with which that that person is leading. You know, and I look back at what happened, I would disagree a little bit that they got rid of her too soon. I think they're just bringing her back. I mean, they got, they got rid of her for, you know, some good reasons. Like they, they tried to grow too fast. They built all these stores out. They didn't end up working. They've shut them all down and now the business is online only. I also get a little worried too when I hear, when I hear people say like, you know, she is the business. Well, if she's the business, then it's not a business because it doesn't work with her when she leaves. And a business needs to work whether the people are there or not, ultimately. Now, I know in fashion that can be a little, a little bit tricky thing, but then it gets into what are, what is that person tasked to do? Should be she be tasked to lead up the marketing and the creative product design? Yes. Should be she be tasked with leading the business? I don't know. So, so that's the thing. And so I'm for that reason, because it's unclear how this is going to work. I'm A little skeptical of the headline and as it sounds like you are too, because one, the space is so oversaturated right now compared to where it was 10 years ago when the DTC money was just flowing rapidly into this space and she left the first time. So, you know, why is the second time going to be any better? It's not like Steve Jobs coming to resurrect Apple. Apple was uber successful already at one point. Outdoor Voices was was it successful or was it just riding the DTC curve and the athleisure trend curve at the same time? So, so that is. Those are the questions that I have outstanding for me right now. And you know, the ego, the one thing I do like is I like the ego of the social media move. Like, I think that is pure baller to try to do that. But by the same token, it potentially pisses off a lot of people too, because there's a. Probably a lot of people are like, oh, now I just like this brand and now you've unfollowed me because you're so cool. But, you know, so you're going to alienate some but net I net net. I think I like that move. And, but that's the only saving grace from this. I think that's a cool marketing tactic that they deployed.

[Unnamed Analyst]

Yeah, I think there's more to the story and like we always say on the show, you got to follow the money. I wouldn't be surprised if there were ties from this investment group to other things that she has going on. And they're like, well, since we're going to do a deal for Draghi or your leader, you know, like your loyalty app or something like me, could you, would you come back and we try to bring this brand back, you know, Outdoor Voices and could you be, you know, the face of this brand again so that we can try to see if you still have name recognition and value to acquire new customers and more customers. But I don't know, I think she could have been much better off starting an entirely new. I think if you're going to scrap and start from the beginning with your Outdoor Voices followers, I think you could have done a much better job just going off and doing something entirely new, especially with the product line too. I don't know.

[Chris]

That was the point. That was, that was the other point I had that I was going to bring up, which I'm glad you did, which is like, if, if, if you're really that good, why don't you just start this up on your own without all the legacy. Like, you've already shut the stores down. You're DTC only. What do you get at this point? You know, why don't you go into the space on your own and start over?

[Unnamed Analyst]

You get elevated dresser dresses between designer and activewear Chris that you can wear while you're swinging nunchucks around.

[Chris]

I can be cool, confident, and sexy or whatever it is. Whatever.

[Unnamed Analyst]

Bold, confident and sexy with your nunchucks. Go check out. I love that the photo shoot included a woman swinging nunchucks around. I want to know where I can get my hands on some as part of my designer slash activewear apparel.