Old Navy launches Old Navy Sport activewear subbrand

Old Navy has launched Old Navy Sport, a new subbrand dedicated to its activewear category. The move aims to capitalize on the segment's strong performance, which currently ranks the retailer fifth in the U.S. active market according to Circana.

The new subbrand focuses on combining performance characteristics with style and value, designed to transition from workouts to casual weekend wear. The collection includes technical fabric innovations such as PowerSoft for medium-intensity workouts, StudioSmooth for yoga and pilates, and Bounce Fleece.

Jessica Shynn, Vice President of Merchandising for Old Navy Sport, stated that the initiative is a “reinvention and a celebration” of the existing activewear business. To roll out the brand, the retailer is testing immersive “shop-in-shop” environments at 42 select locations among its approximately 1,250 stores. The brand identity will also be integrated across the company's website, mobile app, and a new dedicated social media handle.