# Pastel-Hued Sportswear Locations Outdoor Voices Opened Its 10th Retail Store in Chicago By Ell Smith | Published 2018-12-26 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/sportswear-locations References: [hypebae](https://hypebae.com/2018/12/outdoor-voices-chicago-store-opening) & [outdoorvoices](https://www.outdoorvoices.com/pages/visit-us) Outdoor Voices is a brand with an ethos rooted in inspiring people every day, which is why it selected Chicago as the newest city to host one of its [brick-and-mortar sportswear locations](https://www.trendhunter.com/trends/gymshark-2). The city and the athletes that live there are used to rain, snow and [harsh winds](https://www.trendhunter.com/trends/wintry-athletic-apparel), allowing them to serve as the ideal inspiration behind the brand's goal of getting people out and active, regardless of the climate. The Chicago-based store marks Outdoor Voices 10th retail location and sells everything one might expect, like clothing and accessories that seamlessly blend comfort with style. In addition, this location boasts vintage lockers, plenty of pastel colors and an overall vintage aesthetic that's sure to offer plenty of outfit inspiration. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 62% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Pastel-hued Sportswear:** Using pastel colors and vintage aesthetics in sportswear for a unique fashion statement - **Brick-and-mortar Sportswear Locations:** Expanding retail locations for sporting brands beyond the e-commerce space - **Comfortable and Stylish Clothing:** Creating comfortable and stylish sportswear that is not only for athletic activities but also for everyday use ### Sectors Adopting This - **Sportswear:** Innovating sportswear by using pastel hues, vintage aesthetics, and using bricks and mortar retail spaces as destination shops - **Retail:** Innovating retail by creating unique and experiential spaces for sporting brands to sell their products - **Fashion:** Innovating fashion by blending function, comfort, and style in clothing and accessories for athletic and everyday use ## Related on Trend Hunter - [Stunning Outdoor Lifestyle Stores](https://www.trendhunter.com/trends/snow-peak-opens-new-retail-location-in-brooklyn.md) - [Phygital Sportswear Concepts](https://www.trendhunter.com/trends/nike-style.md) - [Modern Athleisure Retail Locations](https://www.trendhunter.com/trends/lululemon-5.md) - [Holiday Activewear Pop-Ups](https://www.trendhunter.com/trends/gymshark-popup.md) - [Performance Apparel Store Openings](https://www.trendhunter.com/trends/bandit-running.md) - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md) - [NYC-Based Apparel Stores](https://www.trendhunter.com/trends/aviator-nation.md) - [Athletic Brand Flagship Stores](https://www.trendhunter.com/trends/gymshark-2.md) - [Plush Footwear Pop-Ups](https://www.trendhunter.com/trends/the-monster-den.md)