Overview
- Old Navy launched Old Navy Sport on Tuesday, Sept. 15, 2026, rolling out more than 300 new SKUs and opening 42 shop‑in‑shop test spaces inside existing stores.
- The line highlights specific fabric technologies such as PowerSoft, PowerSoft Boundless, StudioSmooth and Bounce Fleece to boost performance and everyday wearability.
- Old Navy says it will preserve its value positioning while testing a wider price band roughly from $8 to $70 to gauge demand for higher‑priced innovation.
- Executives are exploring broader retail formats, including potential freestanding Old Navy Sport shops, with each shop‑in‑shop featuring exclusive assortments and product education.
- The move aims to grow Old Navy’s share of the activewear market by offering trend-driven styling that appeals to younger shoppers while keeping Old Navy distinct from Gap Inc.’s higher‑priced Athleta brand.