Outdoor Voices Founder Returns with a New Vision for Movement and Style

Five years after stepping away from Outdoor Voices, the once-buzzy athleisure brand she founded, Ty Haney is back with a fresh take on activewear that caters to Gen Z and introduces a new line of equestrian-inspired clothing. Haney, who left the company in 2020 after disagreements with investors, has returned with a more mature perspective and a renewed focus on creating products that inspire joy in movement.

The athleisure landscape has evolved significantly since Outdoor Voices first gained traction with its signature “Doing Things” hats, exercise dresses, and compressive leggings. With the rise of Peloton, the peak of leggings, and the emergence of rivals like Lululemon, the industry has shifted. Haney’s return comes with a new strategy, emphasizing sustainability and a more balanced growth model, as well as a reimagined product line that includes shrunken cardigans, pleated skirts, and reissues of the original kits.

Influenced by her passion for horseback riding, Haney’s equestrian collection features vintage-inspired pieces like striped rugby shirts and jodhpurs, priced between $38 and $188. This new direction reflects her broader vision for Outdoor Voices, which she now owns a larger stake in, thanks to its acquisition by Consortium Brand Partners in 2024. The company, which also owns part of Reese Witherspoon’s clothing line Draper James, reached out to Haney about rejoining, and she seized the opportunity to restructure the brand with a stronger equity position than she had before.

Haney’s journey from a young entrepreneur to a seasoned business leader has shaped her approach to branding and marketing. She now emphasizes “happiness through movement” as the core of her strategy, positioning Outdoor Voices as a brand that celebrates fun and community over competition. Her return to the company also includes a deeper integration of technology, such as blockchain, into her ventures, as well as collaborations with creative agencies like Little Plains, which helped rebrand Outdoor Voices 2.0.

Chase Anderson, co-creator of the Outdoor Recreation Archive at Utah State University, noted that Haney’s personal brand and leadership have been central to Outdoor Voices’ success. He compared her to Skip Yowell, the co-founder of JanSport, who became an iconic figure for the brand. “People are craving that in a sea of brands that are faceless or nameless,” Anderson said.

In the years since leaving Outdoor Voices, Haney founded two other ventures: Try Your Best, a loyalty app for customers, and Joggy, an energy drink company. These experiences have sharpened her business acumen and informed her return to activewear. She has also expanded her network, rubbing shoulders with tech leaders in San Francisco and integrating AI and blockchain into her operations.

As Haney reenters the world of activewear, she remains committed to her original mission: inspiring people to move for the joy of it. With a new vision and a fresh start, Outdoor Voices is poised to redefine what it means to be active—and stylish—in today’s world.