Ty Haney saw potential in Hoka sneakers, which were initially perceived as "ungodly ugly" but highly functional. The collaboration strategy was to find an expert in a category, infuse their product with Outdoor Voices' aesthetic and "coolness," and introduce it to a new audience.
By empowering ambassadors to host local events, Outdoor Voices turned passive fans into active co-owners. This gave events authentic authorship, making them more powerful for attendees and creating a self-perpetuating flywheel of community growth and brand loyalty.
Instead of competing with Nike on performance, Outdoor Voices intentionally created an aesthetic that was the complete opposite: simple, muted, and focused on recreation. The goal was a four-piece "uniform for doing things" that contrasted with Nike's shiny, black-and-neon intensity.
Founder Ty Haney deliberately moved the company from NYC to Austin, Texas. The strategy was to escape traditional fashion hubs and create a unique environment that could become one with the brand's identity, similar to how Nike is synonymous with its home in Oregon.
To manage three distinct businesses, Haney relies on two core principles. First, an ability to constantly prioritize the single most important task across all domains. Second, a focus on pace and urgency, operating under the mantra that "compression of time equals value."
The brand's iconic tote wasn't just packaging; it was a calculated marketing investment. At a cost of ~$2.50 per bag, it transformed a necessary expense into a highly effective, long-lasting status symbol and awareness play that generated far more value than its cost.
Raising significant venture capital diluted founder Ty Haney's ownership to just 10%. When strategic disagreements arose with the board over growth, she lacked the decision-making control to steer the company, leading to an untenable situation and her forced departure.