1. BUSINESS OPERATING MODEL

- Activewear for All: Outdoor Voices operates as a direct-to-consumer brand specializing in high-quality, versatile activewear. It focuses on creating products that cater to both fitness enthusiasts and those seeking comfortable, everyday wear.
- Focus on Inclusivity: The brand promotes inclusivity by offering a wide range of sizes and emphasizing an active lifestyle that welcomes people of all activity levels, encouraging movement in any form.



2. Brand Intel

- Everyday Movement: Outdoor Voices has positioned itself as a lifestyle brand that encourages people to participate in physical activity as part of their daily routine, promoting a healthy and balanced lifestyle.
- Community Engagement: The brand fosters a sense of community by hosting events, workout groups, and social activities to engage with customers and build a loyal, active customer base.
- Sustainability: The company places a strong emphasis on sustainability by using recycled materials in its products and adopting eco-friendly practices in its supply chain.



3. REVENUE MODEL (All Sources of Income)

- Direct-to-Consumer Sales: Outdoor Voices generates the majority of its income from online sales through its website and physical retail locations.
- Collaborations and Partnerships: The brand often partners with other companies, including collaborations with influencers and other brands, to generate additional revenue through limited-edition product releases.
- Subscription Services: They have experimented with subscription models, offering members exclusive access to products and perks, which generates recurring income.



4. GROWTH CAMPAIGNS THAT CONTRIBUTED TO POPULARITY

- DoingThings Campaign: The brand’s signature campaign, DoingThings, encourages customers to embrace a broad definition of activity, creating a positive and approachable message around fitness that has resonated with a diverse audience.
- Collaborations and Limited Edition Collections: Strategic partnerships with other lifestyle brands, celebrities, and influencers have helped boost Outdoor Voices’ visibility and appeal.
- Physical Retail and Pop-Ups: Opening flagship stores and pop-up events in key cities has helped build a direct connection with consumers, driving foot traffic and enhancing brand presence.



5. GTM Intel

- Social Media Engagement: Outdoor Voices focuses heavily on social media platforms like Instagram and TikTok to connect with its audience, showcasing product features, customer stories, and community-building activities.
- Ambassadors and Influencers: They partner with influencers and fitness enthusiasts who align with their brand values, providing authentic marketing that promotes a fun, active lifestyle.
- Experiential Marketing: By hosting events like group workouts and outdoor adventures, Outdoor Voices creates experiences that embody its brand values, leading to customer loyalty and word-of-mouth promotion.



6. IMPLEMENTATION OF EXPLORER BRAND ARCHETYPE

- Encouraging Adventure: Outdoor Voices embodies the Explorer archetype by promoting adventure, exploration, and discovery. They encourage customers to explore outdoor activities and enjoy new experiences, whether hiking, running, or just walking around the neighborhood.
- Freedom and Curiosity: The brand appeals to those seeking freedom in movement and exploration, offering comfortable apparel that supports a variety of active pursuits.



7. CREATION OF A SUNSHINE BRAND VIBE

- Bright Colors and Optimism: Outdoor Voices' product designs often feature bright, vibrant colors that evoke a sense of happiness and energy, creating a visually cheerful brand aesthetic.
- Positive Messaging: Their messaging promotes a positive, feel-good atmosphere, with an emphasis on enjoying the process of being active rather than focusing on competitive or perfectionist ideals.