As a creator of "technical apparel for recreation," Outdoor Voices has set itself apart in the world of activewear—but this has not been without others trying to imitate its products and success. In the process of developing its brand, Outdoor Voices created a large, supported community of devoted fans. As such, it is now using this audience as a sounding board for the creation of new products.
The Running collection from Outdoor Voices is the first from the brand to ask for customer input via social media. As Outdoor Voices CEO Tyler Haney describes: "We said, ‘We’re building an assortment around jogging and running. Tell us what your preferences are, what kind of support you need,’ and we folded that back into our product development." In response, Outdoor Voices will be launching six to eight pieces to meet the needs of its customers.
Beyond this product development round, Outdoor Voices plans to create future projects in a similar way, where crowdsourced customer input is an essential part of the creation process.