Old Navy Announces New Sub-Brand in the Activewear Market
The clothing brand, operating under the umbrella of Gap Inc., has launched a new collection series to increase its share in the sportswear market.
Old Navy, part of Gap Inc., has officially introduced its new sub-brand, Old Navy Sport, to strengthen its position in the activewear market.
Details of the New Collection
Prepared with an updated design and a more refined approach to activewear, the first Old Navy Sport collection offers renewed seasonal styles extending across the brand's existing sportswear essentials.
The collection is also presented to customers alongside updated colors and modern silhouettes.
Market Goals and Positioning
Old Navy stated that this launch gives its existing activewear product range a distinct identity that combines style, performance, and value in a single destination.
According to Circana data, Old Navy currently ranks fifth in the U.S. sportswear market, and company management aims to improve this ranking with this move.
Executive Statements
Jessica Shynn, Vice President of Merchandising for Old Navy Sport, stated that the new brand presents an exciting opportunity to push the category forward with greater focus and innovation.
Shynn emphasized that they have combined trend-setting designs with performance-oriented details.
Sales Channels and Dedicated Areas
Old Navy Sport products have been released for sale in the brand's online store and physical stores across the United States.
The company also announced that shop-in-shop areas offering an immersive shopping experience dedicated to Old Navy Sport will be established in forty-two selected stores.