Outdated Navy, which has quietly been increase its activewear enterprise with new traces and cloth improvements, is launching an advert marketing campaign targeted on the class — its first in a decade — with a solid that includes Lindsay Lohan, Charo, Dylan Efron, Quen Blackwell and others.
Referred to as “Outdated Navy, New Strikes,” the marketing campaign kicks off Friday with in-theater promoting, however the large advertising and marketing push begins Tuesday with TV, social, web site, e-mail, billboard and out-of-home promoting. One high-energy, 30-second spot reveals the solid vigorously understanding to the basic Devo music “Whip It.” The marketing campaign was shot by Ethan James Inexperienced, whereas the business was directed by Torso and styled by Dara.
Lindsay Lohan works out within the Outdated Navy activewear marketing campaign.
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There’s been no vital advertising and marketing behind Outdated Navy activewear for years, however the model, a division of Hole Inc., now seeks to extra aggressively develop the class. Officers advised WWD that Outdated Navy Lively had a robust efficiency final yr and cited statistics from Circana Shopper Attire Knowledge rating Outdated Navy as fifth U.S. in activewear gross sales quantity — and the one top-five lively enterprise within the U.S. to realize market share final yr.
Among the many model’s latest developments in activewear, the StudioSmooth assortment launched in February with leggings, bras, tops, a skort, biker shorts, athletic dresss and full zips. Costs vary from $24.99 to $59.99. The StudioSmooth cloth is a mix of 82 % nylon and 18 % spandex, offering what Outdated Navy executives describe as “a buttery-soft really feel with mild compression.” They preserve that StudioSmooth is akin to costlier leggings within the class, however supplied at a fraction of the worth.
Extra not too long ago, Outdated Navy launched Protrain for males, offering what officers describe as a “tremendous stretchy cloth, sweat wicking and a light-weight cloth however with sturdy composition.” Particulars embody safe zippered storage, bonded hems and a compressive liner choice on the shorts. A golf line was additionally not too long ago launched.
“Lively is a critically necessary class for Outdated Navy, and it actually anchors to our model’s concentrate on model, household, enjoyable and, after all, worth,” stated Brad Andrews, Outdated Navy’s head of merchandising, in an announcement. “Throughout the model and inside Outdated Navy Lively, we’ve been sharpening our focus to amplify our best-performing franchises and constructing a rhythm of recent product innovation into the pipeline for our buyer who’s going working or simply working errands.”
Sarah Holme, Outdated Navy’s head of design and product improvement, stated: “We prefer to say that we’re probably the most beloved activewear model that you just’ve by no means heard of. We design into the shopper’s way of life, whether or not its excessive efficiency end-use, particular sports activities, or simply the flexibility of on a regular basis life. We additionally hear carefully to the suggestions and iterate. Among the cloth innovation has taken greater than three years to develop.”
Strike a pose: the solid of the Outdated Navy Lively marketing campaign.
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