Observed Signal · Sep 15, 2026 · Product Launch · Source: Retail Dive · Impact: 1/5 · Sentiment: Positive
Old Navy Launches Old Navy Sport Subbrand for Activewear
Old Navy, a brand of Gap Inc., has introduced a new subbrand, Old Navy Sport, consolidating its activewear assortment under a dedicated identity. The launch, announced on September 15, 2026, includes refreshed styles, updated colors, and modern silhouettes aimed at providing both performance and value. Old Navy Sport will be available in all stores, with immersive shop-in-shops in over 40 locations, and will be promoted across OldNavy.com, the mobile app, and a new @OldNavysport social handle. The move leverages Old Navy's strength in activewear, which has been a key category amidst otherwise challenging sales. According to Circana data, Old Navy ranks fifth in the U.S. activewear market. The subbrand aims to strengthen consumer affiliation, similar to Dick's Sporting Goods' Calia and Target's private labels, as the activewear category remains competitive with growing consumer interest in fitness and health.
News about a retail brand launching a subbrand is marginally relevant to retail media and advertising but lacks significant AdTech industry impact.
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Key Takeaways & Evidence Grounding
- Old Navy launched Old Navy Sport subbrand on Sept. 15, 2026.
- Old Navy Sport will be sold in all Old Navy stores with shop-in-shops in over 40 locations.
- Old Navy ranks fifth in the U.S. activewear market per Circana data.
- The subbrand will be promoted on OldNavy.com, the app, and a new social handle @OldNavySport.
- Old Navy's activewear is one of its strongest categories, helping offset weak sales in other segments.
Connected Companies & Entities
“Old Navy is a brand of Gap Inc.; announced the launch of Old Navy Sport.”
“Dick's Sporting Goods' Calia activewear brand is cited as a successful example.”
“Lululemon is mentioned as also facing declining sales in activewear.”
“Target's activewear private labels are mentioned as successful examples.”
“Circana data is cited for Old Navy's activewear market ranking.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Old Navy CEO to Exit After Weak Q2 Sales
Gap Inc. announced a leadership transition at its largest brand, Old Navy: CEO Haio Barbeito will move to an advisory role on Nov. 2 and Michael Francis will take over leadership. The change follows Old Navy’s disappointing Q2 results, with net sales down 4% year-over-year to $2.1 billion and comps down 4%, attributed in part to an unexpected traffic slowdown and merchandising issues. Meanwhile, Gap’s namesake brand and Banana Republic posted stronger Q2 performance, and Gap Inc. overall reported net sales down 2% to $3.7 billion. Gap CEO Richard Dickson characterized Old Navy’s miss as modest and planned; industry analysts, including GlobalData’s Neil Saunders, said the brand needs a broader correction beyond a merchandise range fix.
Old Navy Names Michael Francis Chief Customer Officer
Gap Inc. has appointed veteran brand executive Michael Francis as chief customer officer (CCO) of Old Navy and as head of marketing shared services for Gap Inc.'s apparel portfolio. Francis will report to Haio Barbeito, president and CEO of Old Navy, and collaborate with interim CMO Derek Yarbrough to strengthen Old Navy’s brand, marketing and customer-experience strategy. In his shared-services role he will oversee media strategy and a shared influencer platform across Gap, Old Navy, Banana Republic and Athleta. Francis previously advised Old Navy and held senior roles including chief global brand officer at DreamWorks Animation, president of JCPenney and CMO at Target. The hire is part of Gap Inc.’s ongoing turnaround under CEO Richard Dickson; the article notes Gap Inc.’s 2025 net sales of $15.4 billion and Old Navy’s 2025 net sales of $8.7 billion.
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