The Sports Market That Nike And UA Have Been Killing Have Come To A Less "Movement" Spoiler.

This is a company with only one online store, one fan group and some social media accounts, and the only one in Dezhou's experiential shop. They play the light fitness program, but people have compared it with Lululemon, which has achieved a monthly growth rate of 30% this year. At the same time, it has been selected as the coolest fitness in New York by GQ.

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In the sports market such as Nike, Adidas, Under Armour and so on, how did the company quickly emerge?

This year, when the sports apparel brands such as Nike and Under Armour were regarded as excellent year after all, the former turned out to be beautiful, and the share price rose nearly 9% to a record high. The latter experienced an amazing exponential growth since 2014, and sales in the first half of 2015 amounted to $3 billion 840 million.

In addition, Lululemon, which has swept the high-end yoga clothing brand in North America, extended its claws to the emerging markets in Asia and the Middle East. Gap, Forever 21 and even Kate Spade are joining the battlefield in different ways directly or indirectly, competing for the rich and delicious cake of sportswear market.

Here, Outdoor Voices, a brand of sportswear based on electricity supplier, is also gradually joining the mainstream army.

Outdoor Voices was founded in 2012 and is headquartered in New York.

People often compare it with Lululemon, but unlike selling yoga pants to death lululemon, the company's main purpose is sports and leisure, trying to cover all kinds of clothing.

There are men's wear,

Items, suits and so on are for sale.

After getting $1 million 100 thousand in investment in May, the company got a $7 million A round of financing last week.

A.P.C., one of the investors, is determined to reach an agreement with Outdoor Voices in 2016, and is about to launch a new sports product.

People once (in fact) are also criticizing Lululemon for its "precise positioning", which only grabs Yoga lovers and makes itself trapped in this narrow market.

According to the interface report, because it is only a yoga suit, it is difficult for Lululemon to expand the consumer groups outside the Yoga circle. Recently, the sales volume has declined, and the pformation seems to be imminent.

In fact, the early Outdoor Voices used to be a focused approach.

According to Tyler Haney, the 26 year old founder, at the very beginning, OV sold only the core products of sweaters, tights, sports bra and sports vest, and then gradually extended to men's and women's sportswear categories.

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Compared to the pursuit of "higher, faster and stronger" professional sports, Outdoor Voices values the concept of "light fitness", positioning its main customer groups in "leisure sports enthusiasts" - they are not fitness enthusiasts, and usually prefer to take a walk instead of having to go to the gym for training.

Therefore, in the clothing category, Outdoor Voices is not only a pair of fluorescent tights and jerseys, but also sports pants, sweaters, comfortable T-shirts, etc., you can wear them to marathon, or you can go out and do things without being too abrupt.

In the eyes of founder Haney, sport is only a part of life. It should be a social entertainment ensemble rather than a result of fatigue. As the core concept of the brand emphasizes, "it's better to do something than nothing."

In order to attract its products, the company also invited Alexander Wang, Calvin Klein and Lululemon's designer to participate in the design.

It is understood that the company also launched a "ov kit" portfolio of small handbags.

A typical portfolio can include: a sportswear, a pair of underpants, a back cross bra, a hoodie, all put in the BAGGU bag of "doing things".

The retail price of such a set in the physical store is 400 dollars, but the online purchase is only 300 dollars.

Earlier, online sales based on social media helped Outdoor Voice quickly establish its brand recognition. Just on Instagram, they had 33000 fans. They would call fans to take offline activities, such as yoga, basketball match and slow walk.

Last May, the company launched an online activity called "doing something" on social media. People uploaded photos of themselves wearing OV suits, from actress Allison Williams to men.

Editor in chief of magazine GQ, John Jannuzzi.

And Tyler Haney also said that the brand will further focus on digital operation.

According to Forbes, the company has achieved a 30% monthly growth rate this year without spending any marketing promotion. It is also named "New York's most cool fitness clothing brand" by GQ.

At present, Outdoor Voices has an experiential shop in Dezhou, and the company plans to open three permanent stores by 2016.