Even as a relatively new athletic-wear company, Outdoor Voices (OV) has taken social media, the athleisure scene, and the sustainability movement by storm. Since being founded in 2014 by Parsons School of Design graduate, Tyer Haney, the brand has garnered massive success. Priding themselves in promoting ethically-sourced clothing, the brand also places a large emphasis on body positivity and inclusivity.
Aside from the brand’s overall incentive to provide sustainable and well-made athletic-wear for all, they also focus on sending a broader message – to stay active.
By offering products geared towards various athletic activities and body types, OV does not exclusively target an uber active and fit audience. Instead, it advocates for all individuals – primarily those consumers who perhaps struggle with maintaining an active lifestyle – to enjoy and feel accomplished in simply moving their bodies daily.
Prior to border closures and shelter-in-place orders were declared due to COVID-19, OV advertised an accessible platform that enabled and supported others to get moving. Based on their slogan, “Doing Things is Better Than Not Doing Things,” the hashtag #doingthings became widely used across Instagram. Since the pandemic had transformed daily routines and, for some, diminished their motivation, OV has been promoting a new platform: #DoingThingsDigitally.
Enrolling in the free service enables you to RSVP for online workout events. In collaboration with different gyms and studios, OV is offering weekly dance, pilates, yoga and many other classes. All workouts require minimal equipment so it is practical to participate from the comfort of your own home.
In addition to the range of classes offered, motivated “Recreationalists” – as OV calls its audience – are encouraged to bring a friend or even meet new people through the platform; creating a small community. Once you join a class, you will connect to the instructor and others. You have the opportunity to either introduce yourself, interact with others or participate muted from home. For example, a “Metabata” class was carried out via Instagram Live in partnership with @Fit9ATL. While workouts via Instagram have become increasingly popular during these times, OV acts as a central source and directs its audience to new exercises through varying outlets.
This digital movement has allowed OV to uphold it’s main message safely throughout the pandemic: to move your body and have fun with friends.
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