She’s “doing things.”
Big things. Silly things. Zoom things.
It’s the company motto. And it’s a manifestation of who she is.
That’s her. In the picture above. And together, we’re doing things. Like a virtual abs and booty burner workout.
She invited the whole Outdoor Voices (OV) community.
So yeah, I’m online too.
Let’s go back.
To 2014. Tyler Haney (TH) is 26 and a recent graduate of The Parsons School of Design. She likes clothes. And she likes athletic clothes too.
As a kid, she rode horses, played on the guys’ soccer team, and turned down an offer to run track at USC.
As an adult…she jogs.
It’s not the same, but she finds herself wearing the same clothes. Clothes built for people who do more than jog.
Which gets her thinking. She draws up a look, goes to a trade show, and finds a guy to build some prototypes.
You know the look. Color-blocked crop tops with color-blocked leggings. It’s a look that’s been tagged over 200,000 times on Instagram.
That’s because OV is built to feel like a friend.
And friends are on Instagram and open to algorithms.
College ambassadors make the growth feel organic and relatable. They’re walking billboards and an indication of Lululemon’s biggest market gap:
OV’s sense of community.
It’s a total growth hack. And its only barrier to entry is #DoingThings. Most of OV’s traction takes place over Instagram.
I’m experiencing it firsthand today. On TH’s zoom. We’re wrapping up with downward dog…and a group photo for Instagram.
So take one from Ty Haney. And do things.
And that’s the skinny.