In recent years, Outdoor Voices, a small but rapidly growing activewearbrand, has managed to carve out a unique and successful niche in the highly competitive activewear market. With its focus on inclusivity, body positivity, and an emphasis on fun and functional movement, OutdoorVoices has redefined what it means to market activewear in the modern age. The company’s PR strategy is a prime example of how a small brand can disrupt a crowded industry by staying true to its values and prioritizing community over profit.
Founded in 2014 by Tyler Haney, Outdoor Voices sought to create a brand that was more than just about fitness. Haney’s vision was to build an activewear company that celebrated everyday movement, rather than promoting intense athleticism or the pursuit of physical perfection. The brand’s mission is to encourage people to embrace movement for its own sake, whether that means a light jog, a hike, or simply playing with friends. This emphasis on inclusivity and accessibility is at the heart of Outdoor Voices’ public relations strategy, and it’s one of the reasons the brand has been so successful in appealing to a broad and diverse customer base.
Unlike many activewear brands that focus on the athletic elite or the aspirational image of high-performance fitness, Outdoor Voices’ PRstrategy focuses on celebrating normalcy and inclusivity. The brand’s campaigns feature models of all body types, ethnicities, and fitness levels, showing that anyone can enjoy an active lifestyle. The message is clear: fitness isn’t about being perfect; it’s about enjoying movement and having fun.
One of the key elements of Outdoor Voices’ PR success is its ability to engage with its audience on a personal level. Rather than relying on traditional advertising or celebrity endorsements, the brand has created a deep sense of community through its social media channels, collaborations, and offline events. Outdoor Voices frequently hosts group runs, yoga sessions, and other fitness-related events that bring customers together to engage with the brand in a real-world context. These events foster a sense of belonging and encourage customers to see Outdoor Voices as more than just a brand—it’s a community of like-minded individuals who share a love for movement.
This focus on community is mirrored in Outdoor Voices’ strategic use of social media. The brand has become a master of using Instagram to showcase its products in a real-world, relatable way. Instead of relying on stylized, high-fashion photoshoots, Outdoor Voices shares user-generated content, photos of real customers enjoying their products in everyday settings. This approach helps to humanize the brand and build a deeper emotional connection with its followers. Customers feel like they are part of a larger movement, not just passive consumers of a product.
Outdoor Voices also understands the power of influencer marketing. However, rather than partnering with top-tier celebrities, the brand has focused on working with micro-influencers who have smaller but highly engaged followings. These influencers are often everyday people who align with the brand’s values and embody the message of inclusivity and fun. By collaborating with individuals who are already part of the brand’s community, Outdoor Voices has been able to maintain a sense of authenticity and relatability in its PR campaigns.
Another aspect of Outdoor Voices’ PR strategy is its commitment to sustainability. In a time when consumers are increasingly concerned with the environmental impact of their purchases, Outdoor Voices has made sustainability a core part of its brand ethos. The company uses recycled materials in its clothing, emphasizes eco-friendly production practices, and has been transparent about its efforts to reduce its environmental footprint. This commitment to sustainability resonates deeply with Outdoor Voices’ target audience, which values ethical business practices and environmental responsibility.
The brand’s inclusive marketing approach is also reflected in its product offerings. Outdoor Voices has consistently emphasized that its products are designed to fit a wide range of body types, making the brand feel more accessible and relatable to a diverse customer base. Whether you’re a seasoned athlete or someone just starting their fitness journey, Outdoor Voices has clothing designed to fit your needs. The PRstrategy behind this is not just about selling a product but about making customers feel like they are valued members of the brand’s community.
The company’s commitment to inclusivity, sustainability, and community building has paid off. Outdoor Voices has garnered a loyal following of customers who appreciate the brand’s genuine commitment to its values. The brand’s PR efforts have created an emotional connection with its audience, and this emotional bond is one of the driving factors behind the company’s rapid growth.
For small brands looking to replicate Outdoor Voices’ success, there are several key takeaways. First, authenticity is paramount. Consumers today are skeptical of traditional advertising tactics and are more likely to support brands that align with their values. Outdoor Voices has been able to differentiate itself in the crowded activewear space by being transparent about its values, prioritizing inclusivity, and promoting a more accessible, fun approach to fitness. Second, community is everything. By engaging with customers both online and offline, Outdoor Voices has built a strong sense of loyalty among its followers. Whether through social media, influencer partnerships, or real-world events, the brand has successfully fostered a sense of belonging that extends beyond just purchasing products. Lastly, sustainability is key. As consumers become more aware of the environmental impact of their purchasing decisions, small brands that prioritize sustainability will be well-positioned for success.
In conclusion, Outdoor Voices’ consumer PR strategy is a shining example of how small brands can use authenticity, inclusivity, and community-building to thrive in a competitive industry. By staying true to its values and engaging with its audience in meaningful ways, OutdoorVoices has not only built a successful business but also created a movement that encourages people to embrace the joy of everyday movement. For small brands looking to make their mark, OutdoorVoices provides a blueprint for how to build a brand that resonates with consumers on a deeper level.
