Old Navy is stepping into the spotlight with its **new activewear ad campaign**, “Old Navy, New Moves,” featuring a star-studded cast that includes **Lindsay Lohan**, **Charo**, **Dylan Efron**, and social media sensation **Quen Blackwell**. After almost a decade of silence in this space, Old Navy is revamping its image with a fresh approach to activewear that’s both innovative and exciting.
A Bold Comeback in Activewear
Launching with vigor this Friday, the campaign kicks off with **in-theater advertising**, but the real buzz starts on Tuesday with a comprehensive marketing blitz across **TV**, social media, email, billboards, and out-of-home advertising. Viewers can expect a dynamic 30-second spot featuring the cast energetically working out to the iconic Devo song **”Whip It”**. Captured by **Ethan James Green** and directed by **Torso**, the visuals are sure to captivate and inspire.
Courtesy image
Revitalizing Their Activewear Strategy
After years of minimal marketing, Old Navy has set its sights on expanding its **activewear market presence**. According to data from **Circana Consumer Apparel Data**, the brand has shown remarkable performance, ranking fifth in U.S. activewear sales while being the only top-five brand to gain market share last year. This resurgence is a testament to the brand’s renewed commitment to engaging today’s active consumers.
Introducing the StudioSmooth Collection
Old Navy’s latest **StudioSmooth collection**, launched in February, boasts a variety of versatile items including leggings, bras, tops, skorts, biker shorts, athletic dresses, and full zips. Prices range from **$24.99 to $59.99**, providing affordable options without sacrificing quality. The **StudioSmooth fabric**, consisting of **82% nylon and 18% spandex**, aims to deliver a **buttery-soft feel with light compression**, positioning itself as a worthy competitor to pricier alternatives.
Strengthening Men’s Activewear with Protrain
Not just catering to women, Old Navy recently introduced **Protrain**, a dynamic line of activewear for men that features a **super stretchy fabric**, sweat-wicking properties, and construction for durability. Key design elements include **secure zippered storage** and bonded hems, ensuring both functionality and style. Additionally, they recently unveiled a golf line, enhancing their product diversity.
Redefining Activewear with Customer Insight
Brad Andrews, Old Navy’s head of merchandising, emphasized the importance of activewear in the brand’s future, stating, **“Active is a critically important category for Old Navy, and it really anchors to our brand’s focus on style, family, fun, and, of course, value.”** This mission is reflected in their commitment to continuously innovate and enhance their offerings based on **customer feedback**.
Sarah Holme, head of design and product development, further elaborated, “**We like to say that we’re the most beloved activewear brand that you’ve never heard of.** We design into the customer’s lifestyle, whether for high-performance sports or the versatility of everyday life.” The dedication to fabric innovation is evident, with some developments taking more than three years to realize.
Courtesy image
As Old Navy reinvents itself in the activewear arena, this campaign not only marks the brand’s comeback but pledges a transformation that aligns closely with **modern consumer demands** for style, comfort, and value. In an age where activewear is more than just clothing, Old Navy is committed to making a notable impact with quality offerings that resonate with and engage its audience.
For further updates on Old Navy’s activewear initiatives, you can explore their **official website** for more insights.
