Outdoor Voices’ Ty Haney has returned to the athleisure brand she founded in 2013 as founder, partner, and co-owner, four years after her departure. She will lead product, brand, and creative efforts, as well as community engagement and activations.

Haney’s return follows the acquisition of Outdoor Voices by New York City-based private equity firm Consortium Brand Partners last June. Consortium, which also owns Reese Witherspoon’s Draper James and designer Jonathan Adler’s namesake home furnishings brand, recruited Haney soon after the acquisition, and she has been working behind the scenes at Outdoor Voices since last August.

Her official return was announced last week on Instagram.

Haney has reportedly repurchased a stake in Outdoor Voices and is working with a team that includes:

  • Katie Siano, company president since March 2024;
  • Tiffany Wilkinson, who has rejoined the brand as creative director;
  • Jessica Guzman, the new design director, and
  • Mariel O’Brien, general manager and chief operating officer

Haney’s brand loyalty rewards platform, TYB (Try Your Best), which counts over 200 brands, including Crocs, Ouai and Glossier, as clients, will reportedly be the growth engine for the brand’s turnaround. The platform, which was launched in 2020, raised $11 million in a Series A round last month.

On Tuesday, July 29, Outdoor Voices will launch a community on TYB (Try Your Best). The first complete Outdoor Voices collection following Haney’s return will be available to TYB members on August 4 and to the public on August 5.

“It feels very full circle and obvious for OV to step into TYB,” Haney told Inc. “At Outdoor Voices, we had such a strong community, and it became one of our most profitable and productive growth channels. That said, we didn’t have a tool to make those efforts scalable and measurable.”

Haney stepped down from Outdoor Voices, once referred to as a direct-to-consumer darling, in 2020, reportedly due to mounting losses and disagreements with then-chairman Mickey Drexler, who had previously served as CEO of J. Crew and Gap, Inc. In May 2004, Outdoor Voices closed its 16 remaining stores after published reports revealed that the company had stopped paying several of its vendors and failed to pay rent on some stores.

Image courtesy Outdoor Voices / Ty Haney