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Outdoor Voices and Its Competitors: A Guide to the Growing Athleisure Market

Outdoor Voices and Its CompetitorsThe world of athleisure clothing has become increasingly popular over the past few years. More people are looking for comfortable clothing that can be worn during recreational activities or exercise, as well as for daily activities.

One brand that has garnered attention is Outdoor Voices. This Direct-to-Consumer (DTC) brand offers affordable technical apparel for recreational purposes.

In this article, we will explore the history and background of Outdoor Voices, as well as its top competitors. We will also provide an overview and comparison of its competitors, including their revenue, employees, valuation, Instagram followers, and athleisure clothing.

History and Background of Outdoor Voices

Outdoor Voices was founded in 2013 by Tyler Haney and Matt McIntyre. Haney, a graduate of the Parsons School of Design, wanted to create technical apparel that was both functional and stylish.

She believed that activewear should not be reserved only for athletic events, but more about how we live our everyday lives. The brand got its start in New York City, where Haney began producing small collections of pieces.

Over time, Outdoor Voices expanded to include a larger selection of technical activewear for both men and women.

The company’s focus on affordability and durability quickly caught the attention of consumers.

Its mission is to inspire people to be active and healthy, while also enjoying the outdoors. This message resonated with a younger demographic, leading to Outdoor Voices’ popularity and growth.

Top Competitors of Outdoor Voices

While Outdoor Voices is a popular brand in the athleisure space, it is not without its competitors. Here are some of the top contenders in this space.

1. Nike

2.

Adidas

3. Lululemon

4.

ASICS

5. Under Armour

6.

Fabletics

7. Tracksmith

8.

Puma

9. prAna

10.

Vuori

11. Athleta

12.

Uniqlo

Overview and Comparison of Competitors

To better understand how Outdoor Voices stacks up against its competitors, let’s take a closer look at each one and its strengths.

1.

Nike

Nike is a well-known brand in the sportswear market. The company has been around for over 50 years and has a strong following worldwide.

Currently, Nike has over 76,000 employees and generated revenue of $37.4 billion in 2020. The brand has a strong presence on social media, with over 158 million followers on Instagram.

Nike is known for creating iconic designs, including the Air Jordan sneakers and the Just Do It slogan. Nike also has a strong retail presence, with over 1,000 stores worldwide.

Brand Power of Nike

Due to its long-standing reputation and popularity, Nike has a significant brand momentum. Its products are sold at a premium price point, and its margin and profitability are high.

2. Adidas

Adidas is another well-known brand in the sporting world.

The company was founded in 1949 and has grown to become one of the largest sportswear companies in the world. In 2020, Adidas generated revenue of over $21 billion and employed more than 62,000 people.

Adidas has a strong focus on sustainability and has made a commitment to use only recycled polyester by 2024. The brand has over 31 million followers on Instagram and is known for its classic designs, such as the Stan Smith sneaker.

Brand Power of Adidas

Adidas has a long history in the sportswear industry and is known for its quality products. The brand is consistently innovating and experimenting with new materials and designs, creating a strong brand momentum.

3. Lululemon

Lululemon is a popular brand in the athleisure market, known for its high-quality yoga pants and activewear.

In 2020, the company generated revenue of over $4.4 billion and employed over 15,000 people. Lululemon has a strong social media presence, with over 3.7 million followers on Instagram.

The brand is known for its focus on sustainability and ethical production practices.

Brand Power of Lululemon

Lululemon has a devoted following due to its high-quality products and focus on sustainability. It has a strong brand momentum and is known for its innovative designs and technology.

4. Under Armour

Under Armour is a relatively new brand, founded in 1996.

The company has grown to become a well-known name in the sportswear market, generating revenue of over $4.5 billion in 2020 and employing over 16,000 people. Under Armour has a focus on innovation and technology, creating products that help users perform at their best.

The brand has a social media following of over 11 million on Instagram.

Brand Power of Under Armour

Under Armour has become a trusted name in the sportswear industry due to its focus on innovation and technology. Its brand momentum is strong, and its margin and profitability are high.

Conclusion

Outdoor Voices is a popular athleisure brand that offers affordable technical apparel for recreational purposes. While it has gained a significant following, it is not without its competitors.

Nike, Adidas, Lululemon, and Under Armour are among its top competitors, each with their own strengths and unique selling points. Understanding these competitors can help consumers make informed purchasing decisions.

Overall, the athleisure market is a growing industry, with no signs of slowing down.

3) Adidas

History of Adidas

Adidas, founded by Adi Dassler in 1924, started as a modest company that produced sports shoes. Its mission was to create shoes that improve an athletes performance.

In the 1936 Berlin Olympics, the companys lightweight running shoes helped the Olympic athletes break several track and field records. Adidas went on to become a renowned brand that produced sportswear for top sports teams, including the FIFA World Cup winners in 1954 and 1974.

The brand also ventured into fashion and streetwear with its Adidas Originals brand.

The Adidas Originals collection debuted in 2001 and has since become a staple in the fashion industry.

The brand, which has collaborations with various designers and celebrities, creates trendy sneakers and apparel for fashion-conscious consumers. In 2015, Adidas partnered with rapper Kanye West to create the phenomenally popular Yeezy line.

The collection features unique designs that are highly sought after by fashion and sneaker enthusiasts.

Success and Revenue of Adidas

Adidas continues to be a dominant player in the sportswear industry, with annual revenue of over $27 billion and nearly 62,000 employees worldwide. The brands significant success is partly attributed to its marketing efforts, with Adidas aligning with various sports personalities and creating engaging campaigns.

The brands excellent reputation and devotion to sustainability through its Parley for the Oceans initiative have contributed to its global success.

4) Lululemon

History and Growth of Lululemon

Lululemon Athletica was founded in 1998 in Vancouver, Canada, by Chip Wilson. The brand started as a small yoga studio that offered high-end yoga wear to its customers.

The popularity and quality of Lululemons yoga wear led to the company’s initial public offering (IPO) in 2007. Since then, Lululemon has continued to thrive as a lifestyle brand, with its customers loyal to its products.

The brand has expanded beyond its initial yoga wear line to include other fitness and lifestyle apparel. Lululemon’s acquisition of home gym equipment company MIRROR for $500 million in 2020 allowed the company to expand further, making its products available for home workouts.

MIRROR has been a significant addition to the company as it leverages technology and combines the physical and digital aspects of fitness.

Expansion and Revenue of Lululemon

Today, Lululemon has 491 stores across the world, with more than 23,000 employees and reported annual revenue of $4.4 billion in 2020. The brand’s global expansion has contributed significantly to its success, with Lululemon’s stores located in countries around the world.

While yoga wear remains the companys core, Lululemon has diversified its offerings and included products tailored to other activities, supporting the brands growth and expansion. Employee culture and community involvement also contribute to Lululemon’s success.

The brand has a unique way of fostering customer relationships by encouraging its employees to be brand advocates and encourage community involvement. The company’s focus on sustainability in its products and practices has led to increased brand loyalty among environmentally conscious consumers.

Conclusion

Adidas and Lululemon are both successful lifestyle brands that have managed to transcend their initial sportswear line to become a staple in the fashion industry. Adidas carries an envious reputation in sports and fashion thanks to collaborations with top designers and celebrities, while Lululemon has differentiated itself by catering to the yoga community and expanding its home workout offerings.

Both brands use marketing strategies and campaigns to reach their intended audiences, cultivate brand devotion, and increase revenue. Their focus on innovation and sustainability has led to brand loyalty among environmentally conscious consumers.

5) ASICS

History and Evolution of ASICS

Around 1949, ONITSUKA Shokai, now ASICS Corporation, was founded in Kobe, Japan. They initially produced and marketed basketball and volleyball shoes.

They later transitioned to the production of sprint shoes, earning them recognition on the world stage. By 1977, the company had sold their products in over 30 countries and transformed into a global player in footwear production.

In the 1980s, ASICS began creating shoe categories specific to different activities, such as running, walking, and training. This strategy allowed them to cater to athletes more specific needs and in turn, gain a substantial following.

They also diversified into other products such as sportswear and accessories, expanding their product line.

Revenue and Sales of ASICS

Since its inception, ASICS has seen consistent growth, maintaining a global revenue of roughly 3.42 trillion yen in 2020. Besides footwear, ASICS has also found success in athleisure wear sales, catering to an audience looking for clothes that bridge the gap between workout and casual wear.

They continue to remain competitive in the market despite competition with other major sportswear brands, such as Adidas and Nike. They have also established a significant retail presence, having over 1,291 stores worldwide.

6) Under Armour

History and Growth of Under Armour

In 1996, former football player Kevin Plank founded Under Armour in Maryland, USA, after recognizing the need for clothing that wicks away sweat from athletes. He marketed his creation to football players first, then broadened their product lines to cater to runners, basketball players, and other sports.

In 2011, Under Armour signed a 10-year contract with MLB to become their official outfitter, further solidifying their presence as a major player in sportswear. Under Armour has also been a significant sponsor of various sports teams and personalities.

In 2013, the company secured a 10-year deal with Notre Dame football to become their official outfitter. The brand’s significant presence in the football world has also led to its growing influence in pop culture.

Revenue and Stores of Under Armour

Under Armour, as of 2019, generated over 5.2 billion US dollars in worldwide sales. The brand offers a variety of apparel and accessories, including shoes and training gear.

However, Under Armour has been struggling with its retail presence recently due to the pandemic, leading to store closures worldwide. As of 2021, the company has 188 stores worldwide, reflecting a shift towards online sales.

The company has also leveraged social media to connect with its audience and increase its reach. It has garnered a following with over 9 million in Instagram followers who interact with the brand regularly.

Conclusion

ASICS and Under Armour are among the major sportswear brands that have established themselves as industry leaders, having developed unique identities catered to their audience. Both companies have diversified and expanded into different product categories besides shoes.

Despite changing consumer behavior due to the pandemic, both brands have maintained their positions as major forces in the sportswear market. The brands have used innovative marketing, including sponsorships and collaborations, to connect with consumers and solidify brand presence.

With the continuous evolution of the sportswear market, only time will tell how ASICS and Under Armour will adapt to these changes and continue their growth.

7) Fabletics

Founding and Celebrity Collaborations of Fabletics

Fabletics, a popular athleisure brand, was co-founded by actress Kate Hudson, along with Adam Goldenberg and Don Ressler, in 2013. The brand aims to offer stylish and affordable activewear for women.

Fabletics incorporates a unique membership model, allowing subscribers to receive curated outfits every month based on their preferences and lifestyle. One of the key factors that contributed to Fabletics’ success is its collaboration with various celebrities.

In 2017, the brand announced a partnership with singer and actress Demi Lovato, who not only became the face of Fabletics but also designed her own collection. This collaboration helped Fabletics expand its reach and appeal to a broader audience.

Fabletics has also collaborated with other celebrities, such as YouTuber and actress Liza Koshy and actress Vanessa Hudgens. These partnerships have helped Fabletics maintain its position as a trendy and fashionable athleisure brand.

Revenue and Expansion of Fabletics

Fabletics has experienced significant growth since its inception. The brand initially started as an e-commerce retailer, but it has since expanded to include more than 50 physical retail stores across the United States, Canada, and the United Kingdom.

This expansion has allowed Fabletics to enhance its customer experience by providing a physical space for customers to try on and purchase their products. In terms of revenue, Fabletics has reported impressive numbers.

In 2020, the brand generated over $300 million in revenue, showcasing its ability to compete with established athleisure brands in the market. Fabletics has also amassed a considerable following on social media, particularly on Instagram, where it has garnered over 2 million followers.

This strong online presence has helped Fabletics engage with its audience and attract new customers.

8) Tracksmith

Founding and Purpose of Tracksmith

Tracksmith, a direct-to-consumer (DTC) brand, was founded in 2014 by Matt Taylor. The brand was born out of Taylor’s passion for running and his desire to create products that reflect the traditions and aesthetics of the sport.

Tracksmith aims to provide high-quality and stylish running apparel for dedicated runners. Unlike many other sports brands, Tracksmith deliberately focuses on a niche audience dedicated runners who appreciate the heritage and craftsmanship of the sport.

The brand distinguishes itself from larger competitors, such as Nike and Adidas, by catering exclusively to this specific group of athletes.

Ownership and Reach of Tracksmith

Tracksmith’s unique approach and dedication to the running community have garnered a devoted following. The brand has gained recognition for its high-quality products and attention to detail.

Tracksmith has attracted runners and enthusiasts who appreciate the brand’s commitment to creating authentic and traditional running apparel. In terms of ownership and funding, Tracksmith has relied on a combination of seed capital and venture funding.

The brand has received investment from venture capital firms and angel investors that believe in Tracksmith’s vision and the market potential for niche-focused running apparel. Tracksmith has also established a considerable presence on social media, particularly on Instagram, where it has amassed a dedicated following of more than 250,000.

This platform allows Tracksmith to engage with its audience and showcase its products.

Conclusion

Fabletics and Tracksmith are two unique brands that have found success in the competitive athleisure market by targeting specific niches. Fabletics, co-founded by Kate Hudson, has positioned itself as a stylish and affordable athleisure brand for women, leveraging celebrity collaborations to enhance its brand image and expand its reach.

On the other hand, Tracksmith focuses on providing high-quality running apparel for dedicated runners, appealing to those who appreciate the sport’s traditions and aesthetics. Both brands have seen significant growth and success in their respective markets.

With their customer-centric approaches and strong brand identities, Fabletics and Tracksmith have been able to cater to the needs and preferences of their target audiences, establishing loyal customer bases. As the athleisure market continues to evolve, these brands will likely continue to adapt and innovate to stay ahead of the competition.

9) Puma

History and Sponsorships of Puma

Puma, a globally recognized sportswear brand, has a rich history that dates back to 1948 when it was founded by Rudolf Dassler. Puma gained early recognition in the world of athletics, particularly in football.

The brand became associated with success as Puma-sponsored athletes won numerous Olympic medals and football teams achieved victory wearing Puma gear. Puma has maintained strong partnerships with various football teams worldwide.

Notable sponsorships include some of the most iconic football clubs, such as AC Milan, Manchester City, and Borussia Dortmund. These partnerships have allowed Puma to showcase its innovative sportswear and reach a broader audience.

In addition to football, Puma has collaborated with global athletes across different sports. These partnerships have included renowned figures like sprinter Usain Bolt, who has set multiple world records while wearing Puma spikes.

Puma has also expanded its reach beyond athletics, collaborating with influential celebrities such as Selena Gomez and Dua Lipa, who help promote the brand’s lifestyle and fashion-related products.

Record-Breaking Revenue of Puma

Puma’s popularity and revenue have surged over the years. As of 2020, the brand had amassed over 18 million followers on Instagram, highlighting its global reach and engagement with its audience.

The significant growth has translated into impressive financial results, with Puma reporting record-breaking revenue of 5.2 billion in 2020. Puma’s revenue surge can be credited to several factors.

The brand’s successful collaborations with well-known personalities and teams have contributed to increased brand visibility and appeal. Puma’s ability to connect with its target audience and adapt to evolving trends has helped solidify its position as a leading sportswear brand.

Additionally, Puma’s retail presence extends across the globe, with approximately 7,800 stores worldwide, further fueling its revenue growth.

10) prAna and Vuori

Outdoor Focus and Acquisition of prAna

prAna, a popular brand in the outdoor clothing market, was founded in 1992 by Beaver and Pam Theodosakis. The brand started with a focus on creating sustainable and versatile clothing for yoga and climbing enthusiasts.

Over time, prAna expanded its product offerings to cater to various outdoor activities, including hiking, running, and travel. In 2014, prAna was acquired by Columbia Sportswear, further supporting its growth and expansion.

Columbia Sportswear recognized prAna’s commitment to sustainability and ethical production practices, making it a seamless fit within their portfolio. This acquisition allowed prAna to reach a wider audience and increase its distribution channels, cementing its position as a leading brand in the outdoor clothing market.

Inspiration and Funding of Vuori

Vuori, a DTC (Direct-to-Consumer) active and lifestyle brand, was founded in 2015 by Joe Kudla. The brand draws inspiration from the coastal California lifestyle, combining performance fabrics with comfortable and stylish designs.

Vuori initially focused on men’s activewear and expanded to include women’s apparel. Vuori’s success and growth can be attributed to its strategic funding and partnerships.

The brand received early investment from notable venture capital firms and experienced significant growth and popularity. Vuori’s attention to detail in creating high-quality and versatile activewear that embodies a laid-back and active lifestyle has resonated with consumers.

Expansion has been a key objective for Vuori. The brand has opened both physical and pop-up stores in various locations to create a direct and personalized shopping experience for customers.

This omni-channel approach, combined with its strong online presence, has contributed to Vuori’s continued growth and appeal to consumers.

Conclusion

Puma, prAna, and Vuori are all brands that have achieved success in their respective markets by focusing on specific niches and fostering meaningful partnerships. Puma’s sponsorships with football teams, global athletes, and collaborations with celebrities have propelled its growth and popularity.

prAna’s emphasis on sustainability in outdoor clothing and its acquisition by Columbia Sportswear have positioned it as a leader in the outdoor apparel segment. Vuori’s focus on the coastal California lifestyle, combined with strategic funding and retail expansion, has led to its rapid growth and appeal.

These brands illustrate the significance of staying true to their core values, connecting with their target audiences, and addressing their unique needs. As consumer preferences continue to evolve, Puma, prAna, and Vuori will likely adapt and innovate to maintain their competitive edge in the ever-changing sportswear and outdoor clothing markets.

11) Athleta

Founding and Niche of Athleta

Athleta, a popular women’s athleisure clothing brand, was founded in 1998 by Scott Kerslake. The brand was created with the vision of offering high-quality and stylish activewear specifically designed for women.

Athleta aimed to fill a gap in the market by providing functional and fashionable athletic clothing that prioritized women’s needs and preferences. Athleta sought to distance itself from the industry practice of “shrink it and pink it” referring to the common strategy of creating smaller versions of men’s clothing and adding pink accents to target female consumers.

Instead, Athleta focused on developing performance-driven pieces that catered to women’s unique body shapes and designed clothing to empower and inspire women to lead active and healthy lifestyles.

Growth and Projected Sales of Athleta

In 2008, Athleta was acquired by Gap Inc., a well-established retail corporation. This partnership further fueled Athleta’s growth and provided the brand with additional resources and access to a wider customer base.

Athleta expanded beyond its initial catalog and developed a significant online presence, offering its products through e-commerce channels. The brand’s success online led to the opening of physical Athleta stores, allowing customers to have a more personalized shopping experience.

Athleta has experienced remarkable growth over the years. In 2020, the brand reported annual sales exceeding $1 billion, demonstrating its ability to compete in the competitive athleisure market.

Athleta’s projected sales continue to increase, with Gap Inc. aiming to double the brand’s sales by 2023.

This ambitious target reflects the company’s confidence in Athleta’s ability to resonate with customers and capitalize on the growing demand for athletic and leisurewear for women.

12) Uniqlo

History and Growth of Uniqlo

Uniqlo, a Japanese textile manufacturer turned global apparel brand, was founded by Tadashi Yanai in 1984. The brand started as a small store offering basic and functional clothing for both men and women.

Uniqlo’s philosophy was rooted in providing affordable, high-quality, and unisex casual wear that catered to people’s everyday needs. Uniqlo’s success can be attributed to its strong focus on innovation, quality, and affordability.

The brand leveraged its expertise in textile manufacturing to develop proprietary fabrics such as Heattech for warmth and Airism for breathability which became signature offerings within its clothing range. Uniqlo capitalized on its functional and versatile products, expanding both domestically and internationally.

Revenue and Clothing Segment of Uniqlo

Uniqlo’s revenue growth has been impressive over the years, reflecting its increasing popularity and market share. As of 2020, Uniqlo reported global revenue of over 2.25 trillion yen.

The brand’s retail presence extends across various countries, with approximately 2,300 stores worldwide. Uniqlo’s success can be attributed to its ability to adapt to local markets, offering region-specific products and appealing to diverse customer preferences.

While Uniqlo is known for its casual apparel, the brand has also established a presence in the athleisure clothing segment. Uniqlo’s athleisure range provides customers with comfortable and functional clothing options suitable for both exercise and everyday wear.

The brand’s focus on incorporating innovative fabrics and design principles into its athleisure line has resonated with consumers looking for versatile and affordable activewear options.

Conclusion

Athleta and Uniqlo are two distinct brands that have found success in their respective markets. Athleta has carved a niche in the women’s athleisure clothing space by offering functional and stylish activewear tailored to women’s specific needs.

The brand’s growth and projected sales highlight its ability to resonate with consumers and capitalize on the growing demand for athleisure. Uniqlo, on the other hand, has cemented itself as a global apparel brand by providing affordable, high-quality clothing across various segments, including casual wear and athleisure.

Uniqlo’s focus on innovation, quality, and global expansion has contributed to its revenue growth and widespread popularity. As the athleisure market continues to evolve, Athleta and Uniqlo will likely continue to adapt and innovate to maintain their competitive edge and meet the changing demands of consumers.

In conclusion, the article discussed several prominent brands in the athleisure and sportswear industry, including Outdoor Voices, Nike, Adidas, Lululemon, Under Armour, Puma, prAna, Vuori, Athleta, and Uniqlo. Each brand has its own unique history, niche, and strategies for success.

The industry is experiencing significant growth and competition, driven by consumer demand for comfortable, functional, and stylish activewear. These brands have capitalized on this trend by offering innovative products, establishing strong retail and online presence, and engaging in strategic collaborations and sponsorships.

The importance of catering to specific audiences, adapting to market trends, and fostering brand loyalty through quality and sustainability cannot be underestimated. The key takeaway is that the athleisure market will continue to evolve, and brands must remain agile, authentic, and consumer-centric to thrive in this dynamic industry.

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