Old Navy Gets Active
With the recent release of Old Navy’s activewear campaign entitled “Old Navy, New Moves,” the brand makes headway in melding past media references with modern talent, thus causing a breakthrough in their Q1 earnings.
Quen Blackwell sporting the PowerSoft Biker Short and a matching tank top in a dynamic shot from Old Navy’s “Old Navy, New Moves” activewear campaign. Photographed by Ethan James Green for Old Navy, May 2025. Via IG @oldnavy. © All rights belong to their respective owners. No copyright infringement intended.
At the end of May 2025, Old Navy released “Old Navy, New Moves,” its first ad campaign in over a decade, to promote its activewear line, and it did not disappoint. Old Navy’s parent company, Gap Inc., is anticipating an immense financial hit due to the tariffs being put in place by the U.S. administration. Despite that, Old Navy had a very successful first quarter driven primarily by the success of its activewear line and the momentum achieved through the release of its new ad campaign. By emulating 80’s home workout videos, showcasing talent that reaches all age demographics, and keeping committed to providing their consumers with affordable basics, Old Navy put itself back on the radar as a retail success.
The campaign was reminiscent of a retro workout video, showcasing colorful activewear sets across a variety of different settings: a dance class, an open gym, and even in the comfort of your own home. By referencing an era where working out was depicted in the media as a vibrant activity for everyone to enjoy, it not only helped relate their product to a more millenial/Gen X demographic but reframed the narrative of their activewear as something to be worn by anyone for anything.
The stars featured in this campaign spanned across generations from millennial comeback star Lindsey Lohan and 60’s pop icon Charo to influencers Quen Blackwell and Dylan Efron (Zac Efron’s brother). These choices extended the reach of this campaign even more as it brought the differing fan demographics associated with each of these individuals to witness that Old Navy’s workout line is truly for everyone. Where else could you see Charo riding an elliptical, Quen Blackwell doing a split, and Lindsey Lohan front and center in a zumba class?!
For Old Navy, activewear has been a critically important part of their catalogue when it comes to sales, so it makes perfect sense to steadily introduce new products and encourage consumers to wear them for any task they may take on. Old Navy is committed to providing its customers with high quality products that don’t break the bank, and by using light, comfortable fabrics for their mens’ and womens’ activewear lines that range in price from $25-$60, consumers believed it.
“Old Navy, New Moves” has been released across YouTube, Meta, TikTok, Pinterest and a mix of other digital video channels to create a phenomenon rather than just the extension of an already established brand. Showcasing talent from across generations, referencing a previous era of exercise media, and sticking true to its goal of providing customers with affordable closet staples, Old Navy released an ad campaign that should be noted by other clothing brands hoping to set themselves up for success amidst the onslaught of tariffs being put in place by the current U.S. administration.
