- Old Navy this week launched a campaign, “Old Navy, New Moves,” in support of its activewear line, per details shared with Marketing Dive.
- A 30-second hero spot set to Devo’s “Whip It” features Lindsay Lohan and was inspired by workout videos from the Nineteen Eighties. Created in partnership with agency Look, the hassle is running across YouTube, Meta, TikTok, Pinterest and a combination of linear and premium digital video channels.
- Parent company Gap Inc. on Thursday (May 29) reported a robust quarter but could take a financial hit of $100 million to $150 million in fiscal 2025 resulting from the impact of tariffs.
Old Navy is preparing for summer by promoting its activewear line with a punchy, playful campaign that taps into popular culture from across the a long time. The brand’s first major activewear campaign in years is already seeing traction, in keeping with Gap Inc. President and CEO Richard Dickson.
“It’s an amazing exciting campaign that supports the activewear strategy. It’s culturally relevant marketing that is really chatting with the brand playbook,” the manager said through the company’s Q1 2025 earnings call.
“Old Navy, New Moves” serves up a heavy dose of ’80s nostalgia in look and sound. Along with resurgent millennial star Lohan, the campaign creative features ’60s pop icon Charo and influencer Quen Blackwell and Dylan Efron (brother of actor Zac). The brand last fall celebrated its thirtieth anniversary with a set that updated designs from the ‘90s, its self-described “golden era.”
Along with the strong early results from “Old Navy, New Moves,” the brand also noted the launch of a brand new occasion dress collection that was inspired by consumer insights and supported by a campaign that drove a few of its highest reach and engagement on social media thus far, per the earnings call.
“There shouldn’t be one designer here who isn’t obsessed with engaging our customer and hearing what they need,” Sarah Holme, Old Navy’s head of design and product development, told Glossy. “And we gauge what they need through a combination of channels. Social media, especially TikTok, is an enormous one for deep levels of discourse.”
Old Navy’s lively category helped lead a robust Q1 performance for the brand, which is now the No. 5 player in the category, per the earnings call. Old Navy saw comparable sales increase 3% yr over yr and notched its ninth consecutive quarter of market share gains.
The strong quarter by Old Navy and the opposite brands in the Gap portfolio, which incorporates its namesake brand, Banana Republic and Athleta, was not enough to offset concerns in regards to the impact of the Trump administration’s tariffs on its financial outlook. The company estimates a gross incremental cost of roughly $250 million to $300 million in fiscal 2025 that it plans to scale back to about $100 million to $150 million through mitigation strategies.
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