<\/p>\n
\n\tOld Navy has relaunched its activewear business as a subbrand called Old Navy Sport, opening up new growth possibilities for a top-selling category.<\/p>\n
\n\tActivewear has been outperforming the overall Old Navy business, and the new offering is getting enhanced styling, more performance characteristics, fabric innovations, a more distinct presence and sharper marketing. According to officials, Old Navy Sport is \u201ca modern take on activewear that transitions seamlessly from workouts to weekends.\u201d<\/p>\n
\n\tOld Navy Sport shops-in-shop are being tested at 42 of the retailer\u2019s 1,250 or so stores, and the company might develop freestanding Old Navy Sport shops.<\/p>\n
\n\t\u201cWe have over 300 [stock keeping units] of newness delivering this month, under the Old Navy Sport label,\u201d said Jessica Shynn, head of Old Navy Sport, in an interview confirming past WWD reports about the launch. \u201cWe\u2019re looking to enhance how we show up to the customer, whether it\u2019s our current customer or a new customer. This is both a reinvention and a celebration of just how incredible our activewear business has been.\u201d<\/p>\n
\t\t\t\t\tOld Navy Sport<\/p>\n
\n\tThe new subbrand features an expanded range of fits and styles incorporating Old Navy\u2019s signature fabric innovations for activewear. Among them: PowerSoft, a sweat-wicking fabric for medium-intensity workouts; PowerSoft Boundless leggings, biker shorts and flared pants featuring a smooth, seamless front; StudioSmooth, a lightweight and very soft fabric for yoga and pilates; the Bounce Fleece spacer fabric, and Bounce Lite, a silky-smooth lightweight fabric with a more graceful drape.<\/p>\n
\n\t\u201cVersatility is a critical part of our value message,\u201d Shynn said. \u201cThere\u2019s a heightened approach to creating active. Specifically, it needs to perform literally, but at the same offer value.\u201d<\/p>\n
\n\tShynn said the collection also offers fashion and pointed to plaids and matching pieces that complete a head-to-toe looks for the gym or \u201cif she just wants to look cute at the marina on the weekend.\u201d<\/p>\n
\t\t\t\t\tA plaid matchback from Old Navy Sport.<\/p>\n
\n\tThe 42 Old Navy Sport shops-in-shop are all going to look a little different because Old Navy stores vary in size, layout and customers. However, each will have a \u201cheightened marketing and product education presence,\u201d Shynn said. \u201cThese stores will also get an expanded breadth of exclusive product designed intentionally for the shop-in-shop experience, and so we\u2019re really hoping that when the customer walks into the store, even if they didn\u2019t walk in thinking to buy activewear today, they see what we\u2019re standing for, and we get them to convert.\u201d<\/p>\n
\n\tAsked about rolling out separate Old Navy Sport shops, Shynn said: \u201cWe are definitely testing into broader formats, which in an ideal world, would be the best expression of Old Navy Sport, and showing up in a completely brand new way, completely dedicated to the category. So we\u2019re testing a lot of things.<\/p>\n
\n\t\u201cI\u2019ve been with Old Navy for about nine years, most of those years in the active business, and the momentum, growth and customer resonance we\u2019ve seen in this category has been tremendous. It\u2019s sort of the industry\u2019s best-kept secret. The intent behind this endeavor is [to explore] what our activewear business could look like, and how much bigger it can be if we just applied a little more care, attention and focus to this category. We\u2019d love it to be not so secretive.\u201d<\/p>\n
\n\tThe Old Navy Sport subbrand has been about a year and a half in the making, but Shynn said \u201cthe energy and dedication\u201d to active has been building since the COVID-19 years \u201cwhen we skyrocketed in terms of acceleration and growth.\u201d<\/p>\n
\n\tShe said Old Navy is a top five market shareholder in the active space in the U.S., though Old Navy does not break out volumes on any of its categories. All of Old Navy\u2019s activewear will bear the Old Navy Sport label.<\/p>\n
\n\tDespite the improved styling and enhanced fabric innovation, Shynn said that pricing-wise: \u201cWe\u2019ve kept our guardrails intact in terms of ensuring the value proposition holds strong even with this endeavor. But of course, as we\u2019re looking to grow our portfolio of innovation and fashion, we are testing things at both a lower price point and a higher price point. We want to understand and read customer sentiment as it shows up a little differently, but still staying super competitive.\u201d<\/p>\n
\n\tPrices at Old Navy Sport generally range from $8 for an active T-shirt or running short, to $70 for a men\u2019s puffer jacket with a hood, snap and zipper closure.<\/p>\n
\n\tOld Navy is part of Gap Inc., which also includes the Gap, Banana Republic and the Athleta brands. Asked if the Old Navy Sport\u2019s team works with the team at Athleta, which also sells activewear and sportswear but at higher prices, Shynn said: \u201cWe stay close to all our sister brands because we\u2019re really curious about what\u2019s happening with everyone, and to ensuring we are in lockstep when it comes to acquiring our specific customer segments, and ensuring our brand identities and our aesthetic distinctions come to life. We have very different brand positioning. We have a very different customer. We have a very different creative point of view and, of course, a different price point. And knowing how massive and ever-growing the activewear space is, there\u2019s definitely still room for both of us to grow.\u201d<\/p>\n
\n\tOld Navy, which has founded in 1994 and operates stores in the U.S. and Canada, as well as franchise locations around the world, has recently been underperforming due to some fashion misses, particularly in seasonal merchandise including swim, shorts and dresses. However, as seasonal categories became much less important, the company began seeing \u201csignificant contribution\u201d from the active, denim and knit categories. Old Navy\u2019s second-quarter net and comparable sales fell 4 percent to $2.1 billion impacting results at Gap Inc., which after 10 consecutive quarters of gains, saw sales decline 2 percent in the quarter. For 2025, Old Navy\u2019s net and comparable sales rose 3 percent to $8.7 billion.<\/p>\n
\n\tIn November, Michael Francis will step up as president and chief executive officer of Old Navy, succeeding Haio Barbeito, who transitions into an advisory role. Francis joined Gap Inc. in March as chief customer officer for Old Navy and head of marketing shared services. He\u2019s best known for playing a pivotal role as Target\u2019s chief marketing officer in the 2000s, molding the store\u2019s \u201ccheap chic\u201d identity by tying low prices to trendy, modern designs.<\/p>\n
\t\t\t\t\tOld Navy Sport<\/p>\n
#Navy #Propels #Activewear #Subbrand<\/p>\n","protected":false},"excerpt":{"rendered":"
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