Activewear Startup Outdoor Voices Raises $7 Million

Activewear made by Outdoor Voices.

Shares in Nike and Under Armour have rocketed this year, but public-markets investors aren’t the only ones enthusiastic about the fitness apparel category.

The latest startup in this market to attract funding is New York-based Outdoor Voices, which raised $7 million in a Series A round to take its activewear brand mainstream.

Following in the footsteps of such companies as Bonobos and Warby Parker, the startup is employing an approach to sales that includes e-commerce, select boutiques, and Outdoor Voices brick-and-mortar stores in key markets.

Founder and Chief Executive Tyler Haney said her company generates about 80% of sales online and 20% offline including through its Austin, Texas, store today.

She created the brand, she says, to “Give customers an alternative to the macho competitive feeling of existing [brands] that focus not on enjoyment of activities but on doing everything better, faster and stronger.

General Catalyst led the Series A round for Outdoor Voices and was joined by Forerunner Ventures, Collaborative Fund, and 14W.

Outdoor Voices competes with fitness apparel juggernauts like Lululemon Athletica Inc., Nike and Under Armour, as well as other funded startups such as Tracksmith or Aday.

Read the full story in VentureWire, including what Outdoor Voices plans to do with its funding.