Key Takeaways:
- Lindsay Lohan, Charo, Dylan Efron, and Quen Blackwell star in Old Navy’s first ad campaign in over a decade.
- Old Navy visits rose 4.2% in Q1 2024 and fell just 2.4% in Q4, beating the 3.3% industry drop, beating the 3.3% industry drop.
- StudioSmooth offers leggings and tops from $24.99 to $59.99, positioned as premium feel at low price.
Workout gear just got a Hollywood glow-up, courtesy of Old Navy.
The apparel company is putting fresh energy into its activewear line with a new nationwide campaign starring Lindsay Lohan, Charo, Dylan Efron, and Quen Blackwell.
"Old Navy, New Moves," which first appeared in movie theaters last Friday, is the brand's first major advertising effort focused on activewear in over 10 years.
In a 30-second commercial, the cast exercises to Devo’s “Whip It,” with styling by Dara, direction from creative duo Torso, and visuals captured by photographer Ethan James Green.
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Brad Andrews, head of Old Navy's merchandising, told WWD that he sees activewear as more than a trend but a core part of the brand’s identity:
“Active is a critically important category for Old Navy, and it really reflects our focus on style, family, fun, and value.
We’ve been zeroing in on what performs best and steadily introducing new products for customers whether they’re heading out for a run or running errands.”
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This marketing push follows a year of solid sales performance in the activewear segment.
Old Navy saw solid in-store traffic in 2024, with visits rising 4.2% in the first quarter.
Q4 ended with just a 2.4% dip, beating the industry average decline of 3.3%, according to Placer.ai.
Old Navy is positioning activewear as a volume-growth category by pricing premium-feel products well below industry averages.
This appeals more to cost-conscious consumers who prioritize function.
Branding agencies can leverage value-focused brand strategies by aligning with influencers who resonate with cost-conscious consumers seeking quality at accessible prices.
Made for Movement, Priced for All
To support the campaign, Old Navy has launched several activewear collections.
The women’s StudioSmooth line debuted earlier this year with pieces like leggings, zip-ups, bras, and skorts.
Prices fall between $25 and $60, with fabrics designed for comfort, light compression, and all-day wear.
For men, the brand introduced Protrain, which focuses on function and fit.
The line includes lightweight workout gear with features such as secure storage, smooth finishes, and optional compression layers.
The "Old Navy, New Moves" campaign rollout will begin Tuesday across TV spots, digital channels, billboards, and email outreach.
The brand aims to strengthen its position in a category long dominated by premium-priced competitors through updated products and a fresh presentation.
In a similar push to redefine market boundaries, Balenciaga’s Fall 2025 line draws inspiration from Lamborghini supercars, merging luxury fashion with automotive design.
