Old Navy launches Sport subbrand with shop‑in‑shops in over 40 stores
Old Navy has consolidated its activewear assortment into a new subbrand called Old Navy Sport, Gap Inc. announced Tuesday. The line will be available in every Old Navy location, featuring dedicated shop‑in‑shops in more than 40 stores and a dedicated rollout of 42 immersive shop‑in‑shops.
The subbrand offers refreshed seasonal styles, updated colors and modern silhouettes aimed at delivering performance and value. Old Navy, which has faced sales challenges this year under a new CEO, is currently ranked fifth in the U.S. activewear market according to Circana data. Health‑focused consumers are growing, with 70% saying health is more important than a year ago, and Old Navy’s price‑point strategy has kept it among the top five activewear sellers. The rollout includes online, the app, stores nationwide, and a new @OldNavySport social handle.
“The customer is much more active than it ever has been,” Jessica Ramírez, co‑founder and managing director of The Consumer Collective said.
“Our denim category, active category, kids and baby — these are the areas of strength for our brand and the areas that you're going to see more and more marketing as the weeks go by, and ultimately become the important categories that drive the back half,” Richard Dickson, CEO of Gap Inc said.
Old Navy’s activewear has been a key strength amid weaker summer dress sales, according to Gap Inc. CEO Richard Dickson at the Goldman Sachs conference. Meanwhile, Gap Inc.’s Athleta and Lululemon brands have faced declines, prompting both to hire Nike veterans to lead turnarounds. Analysts note that while some see the activewear category waning, competition has intensified as more players enter the space.
What we know
Old Navy Sport will be sold in all stores, with dedicated shop-in-shops at more than 40.
Old Navy, which has struggled with sales this year and has a new CEO, is ranked fifth in the U.S. activewear market, according to Circana data cited in Gap Inc.’s press release.
Immersive Old Navy Sport shop-in-shops will showcase the brand in 42 stores.
Health is more in focus for 70% of consumers compared to a year ago, according to Consumer Collective research last month.
Old Navy’s price points have helped keep it among the top five sellers of activewear for a while, she also said.