US – The technical apparel brand has unveiled an editorial platform dedicated to ‘informing, inspiring and providing an outlet for all things recreational’.
The Recreationalist is a digital and print publication with a focus on community, culture and outdoor recreation, which aspires to further the brand’s efforts to ‘get the world moving’ and to ‘free fitness from performance’. Inspired by the brand’s hashtag, #doingthings, content will include product recommendations, playlists, city guides and in-depth profiles of people of note.
By focusing on recreation rather than performance, Outdoor Voices is differentiating itself from other athleisure and activewear brands. To emphasise this point, Outdoor Voices founder and CEO Ty Haney also calls for customers to submit their stories about outdoor recreation in a letter accompanying the launch of the platform. Positioning the brand as more than a retailer, the idea is to create a hub for content provided both by and for users, as well as a resource for customers.
To learn how outdoor activities are attracting a new consumer, read our microtrend The Elevated Outdoors.