Old Navy May Launch Athleisure Brand: Report

Later this year, Old Navy will launch a new format focused on athleisure, Women’s Wear Daily reports. Dubbed Old Navy Sport, the sub-brand from the Gap Inc. (San Francisco) unit is designed to capitalize on a growing category where the retailer’s existing brands already do big business.

Old Navy declined to comment on any aspect of the strategy. “We don’t comment on rumor or speculation,” said a spokesperson for Gap.

A source requesting anonymity told WWD that leggings, sweats, sport bras and T-shirts could be part of the assortment, but it’s unclear whether much in the way of performance wear will be included. The source also said that Old Navy is considering a free-standing athleisure format.

The retailer’s current operations include the Gap brand and Banana Republic as well as Athleta, which sells activewear and athleisure, but at a higher price point/different customer base than Old Navy, WWD noted.

The fashion news site also noted that 1100-store Old Navy chain rolled out two offerings early last year in the activewear market: the StudioSmooth collection, which rooted in a new fabric under development for three years, and PowerSoft Sculpt legwear, which offers compression in sweat-wicking fabric

As Horacio Barbeito, President and CEO of Old Navy, told WWD previously, “Our customers want more from us in activewear, and we’re committed to delivering in new and innovative ways.”