Outdoor Voices is doubling down on Asia.
Consortium Brand Partners, which owns the brand, is partnering with Misto Holdings Corp., the Seoul-based multibrand platform whose portfolio includes Fila, Titleist, FootJoy and others, to bring Outdoor Voices to China and Southeast Asia. The deal will span wholesale and e-commerce and include the opening of dedicated Outdoor Voices physical stores in the region.
Misto is a brand-building business that operates physical retail, e-commerce, in-house content production and live commerce studios. It also manages platforms in the region including Tmall, Xiaohongshu and Douyin, giving Outdoor Voices immediate access to these lucrative channels.
Outdoor Voices also has a licensing deal in Korea with Layer and operates one store in Seoul with three additional locations being finalized.
“Outdoor Voices has built a distinctive brand and community that resonates with today’s active consumers,” said Jamie SangHee Jeong, senior vice president and head of corporate strategy for Misto. “By combining the brand’s strong identity with Misto’s experience in building and operating consumer brands across Asia, we look forward to supporting its long-term growth across China and Southeast Asia.”
“Outdoor Voices has already proven its resonance with the active consumer across the region,” said Michael DeVirgilio, founder and managing partner of Consortium Brand Partners. “This partnership with Misto gives the brand the infrastructure, the relationships, and the long-term commitment to grow in a way that’s true to what Outdoor Voices has always stood for. Misto doesn’t just scale brands — they build them. That’s exactly what this brand deserves.”
DeVirgilio said going forward, the brand will also target Taiwan, Malaysia, Indonesia, Singapore, Vietnam and Hong Kong.
The active lifestyle and activewear market across China and Southeast Asia represents one of the most significant consumer opportunities in the world, driven by a generational shift toward wellness, recreation, and community-oriented consumption, the companies said.
Outdoor Voices was founded in 2013 by Tyler Haney, who rejoined the brand following Consortium Brand Partners’ acquisition n 2024 to lead product, brand and creative.