Athletic apparel startup Outdoor Voices has raised $34 million in a series C round that brings its total funding to nearly $57 million.
The latest round, announced Tuesday, was led by GV (formerly known as Google Ventures), which has invested in names like Jet.com and Blue Bottle Coffee. Previous funding rounds have been led by General Catalyst and Forerunner Ventures, which are known for backing Warby Parker and Dollar Shave Club, among other up-and-coming retailers.
Austin, Texas-based Outdoor Voices established its name online in 2014 and has since opened seven stores: two in New York, two in California, two in Texas and one in Aspen, Colorado.
Key to the company's success has been its large and growing following on social media. It boasts more than 200,000 followers on Instagram, along with a long list of supporters serving as brand ambassadors. That list includes celebrities like Harry Styles (formerly of One Direction), Natalie Portman, Frank Ocean, Oscar-winner Gwyneth Paltrow and Olympic skier Nina Lussi.
Other backers include Mickey Drexler, the former CEO of J.Crew and Gap (NYSE: GPS). He now serves as the chairman of Outdoor Voice's board, which also includes Nicolas Jammet, the founder of the fast-growing salad chain Sweetgreen.
Later this year, Outdoor Voices will roll out new categories on its website tailored toward various exercises, beyond running. Shoppers will find gear built with specific movements in mind and will be able to browse by sport.
