High-quality apparel at accessible prices has become nearly impossible to find. Many consumers now expect to pay well over $100 for pieces that combine durability, comfort, and style, especially in the athleisure category.
Premium brands such as Lululemon (LULU), Alo, and SKIMS have built strong followings by meeting customers’ demands for design, quality, and inclusivity in size. However, their high prices can be a barrier at a time when inflation and economic uncertainty have shifted consumers’ spending behavior.
Today’s shoppers are becoming more value-driven, seeking products that balance quality and price without sacrificing style or longevity.
Now, a newly relaunched activewear brand is taking a different approach by partnering with a retail giant, after enacting mass store closures and losing market share.
Sam’s Club and Outdoor Voices partner for a Spring 2026 collection
Walmart-owned (WMT) Sam’s Club has partnered with Outdoor Voices to release a limited-edition Spring 2026 collection for women, men, and children.
The collection is currently available on Sam’s Club’s website and will be offered at all stores beginning March 1, with 444 locations featuring dedicated Outdoor Voices displays, according to a company press release.
While consumers can shop through Outdoor Voices’ own e-commerce platform, this collaboration introduces several major changes, including new seasonal colors, expanded sizing up to XXXL, and much lower price points.
The move signals a shift toward accessibility as the brand expands into wholesale distribution.
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Why the partnership stands out for consumers
Several factors differentiate the Sam’s Club collection from Outdoor Voices‘ usual direct-to-consumer offerings, according to both retailers’ websites as of February 25, 2026.
Differences between shopping at Sam’s Club and Outdoor Voices
- Price
Outdoor Voices: Leggings retail for $78-$118Sam’s Club: Leggings priced under $17
- Size Inclusivity
Outdoor Voices: XS to XLSam’s Club: XS to XXXL
- Category Expansion
Outdoor Voices: Women & menSam’s Club: Women, men, and children, and reintroduces women’s swimwear, which Outdoor Voices discontinued in 2019
- Availability:
Outdoor Voices: Online onlySam’s Club: Online and in-store
For today’s budget-conscious consumers, the combination of lower prices, broader sizing, and in-store availability increases accessibility.
Outdoor Voices’ relaunch strategy
Founded in 2013 by Tyler Haney, Outdoor Voices built its reputation around the concept of “Doing Things,” positioning activewear for everyday recreational activities rather than athletic performance, according to its About Us page.
The brand gained popularity through its strong digital-first approach, which encouraged engagement and built community, as well as through its inclusive, lifestyle-focused branding. All factors that resonated with many consumers, especially millennials and Gen Zers.
The rapid growth led to a brick-and-mortar retail expansion. However, leadership changes, internal challenges, and shifting market conditions contributed to declining performance, ultimately leading to the closure of all physical stores in 2024.
After the company was acquired by Consortium Brand Partners, Haney returned in 2025 to oversee production, brand, and community strategy. The current relaunch focuses on entering wholesale partnerships, expanding into new categories, and rebuilding brand awareness through broader distribution.
Outdoor Voices Timeline
- 2013: Outdoor Voices was founded (Source: Outdoor Voices)
- 2020: Tyler Haney resigns as CEO (Source: Business of Fashion)
- 2021: Opens physical retail stores (Source: Retail Dive)
- 2022: Reportedly exploring options for the business, including putting itself up for sale (Source: Bloomberg)
- 2024: Closed all stores and laid off 80% of corporate staff (Source: The New York Times)
- 2024: Acquired by Consortium Brand Partners (Source: BusinessWire)
- 2025: Founder returns and relaunch begins (Source: Retail Dive)
A strategic move in a challenging retail environment
Outdoor Voices’ latest partnership and expansion into wholesale comes as the fashion industry faces ongoing challenges.
McKinsey & Company’s State of Fashion 2026 Report projects low-single-digit growth for the global fashion industry in 2026. Macroeconomic volatility and tariff pressures are expected to continue shaping value-conscious consumer behavior, particularly in the U.S.
“Vacant storefronts are becoming an increasingly common sight, and declining commercial property values are the norm,” said Approved Funding President and Chief Lending Officer Shmuel Shayowitz. “For consumers, the fallout means fewer choices, diminished access to in-person shopping, and, in some cases, higher prices due to reduced competition.”
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Experiential retail has become a powerful strategy to counter the decline of physical locations by providing consumers with unique, memorable shopping experiences that they cannot get from e-commerce platforms.
Brick-and-mortar retail remains the dominant preferred format for most consumers, accounting for approximately $14.4 trillion of total retail sales of $18.9 trillion in 2025, according to Euromonitor research gathered by EY.
What it means for retailers and consumers
The Sam’s Club and Outdoor Voices collaboration is mutually beneficial, allowing them to tap into each other’s customer bases, increase brand recognition, strengthen credibility, and maintain relevance, thereby accelerating market penetration and supporting long-term growth.
For Outdoor Voices, this is an effort to rebuild scale and relevance in a highly competitive, value-driven market, underscoring the importance of affordability and the role of wholesale partnerships amid brand recovery.
For consumers, the new collection offers premium activewear at significantly lower prices compared to Outdoor Voices’ direct-to-consumer site.
Related: How ‘dad shoes’ turned New Balance into a $9.5 billion brand
