Is Old Navy ready to become a bigger force in activewear?

Old Navy is making a bigger move into activewear with the launch of Old Navy Sport, a new sub-brand designed to give the retailer’s growing category a distinct identity.

The initiative transforms Old Navy’s activewear assortment into a dedicated destination that brings together style, performance, and value. It also builds on the brand’s position as the No. 5 activewear retailer in the U.S., according to Circana.

Old Navy Sport is aimed at customers looking for clothing that can keep up with every part of their day. The new sub-brand focuses on pieces designed to transition from the gym to weekends and other everyday activities. The assortment features refreshed seasonal styles, updated colors, and modern silhouettes across several of Old Navy’s established activewear franchises. Technical details and performance features are paired with trend-forward design, with comfort and versatility positioned at the center of the offering.

The launch reflects a broader shift in how consumers approach activewear. For Old Navy, the category represents an opportunity to combine that demand with the accessible pricing for which the retailer is known.

“Old Navy Sport gives us an exciting opportunity to push the category forward with even more focus and innovation,” said Jessica Shynn, vice president of merchandising, Old Navy Sport. “We’re bringing together trend-forward design, performance-driven details, and the value our customers expect from Old Navy to create a destination that makes it easy to move with confidence, wherever life takes you.”

The new identity will appear across OldNavy.com, the Old Navy app, stores nationwide, and the new @OldNavySport social-media handle. In addition, 42 select stores will feature immersive Old Navy Sport shop-in-shop environments designed to highlight the sub-brand’s combination of style, performance, and value.

A New Identity for a Growing Category

Giving activewear its own name and visual identity allows Old Navy to present the category with greater focus. Shoppers will have a clearer way to discover the brand’s leggings, tops, layers, and other performance-oriented pieces, while Old Navy can position the assortment as a more cohesive lifestyle offering.

The shop-in-shop format could also help the retailer create a stronger in-store experience. The dedicated environments are intended to make Old Navy Sport feel more like a complete brand within Old Navy’s retail network.

The strategy comes as competition in activewear remains intense, spanning specialist performance brands, fashion retailers, and value-focused chains. Old Navy’s challenge will be to establish a recognizable point of view while maintaining the combination of affordability and broad appeal that has helped it grow in the category.

For Old Navy, the launch offers a chance to push activewear beyond a supporting category and make it a more visible part of the brand’s identity. Whether Old Navy Sport can turn that momentum into a larger competitive position will depend on its ability to maintain product relevance, communicate its performance credentials, and keep value at the heart of the offer.