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It wasn’t all that long ago—March 2024, in fact—that Outdoor Voices closed all of its stores and seemed on the way to bankruptcy. Three months later, the licensing firm Consortium swept in to rescue the O.G. activewear brand from that fate. Now, as Lauren recently reported, Outdoor Voices has hired back its indisputably talented founder, Ty Haney, to help relaunch the brand that gave us the “exercise dress” and, in its early years, made athleisure cool. But Haney, who was ousted as C.E.O. in 2020, is returning to a very different market—one that’s saturated with activewear brands that drew inspiration from O.V.’s early success.
