Old Navy is getting into the athleisure game with a brand-new concept coming to Natick.
According to The Massachusetts Scoop, Old Navy Sport is slated to open at Natick Mall at 1245 Worcester Street, taking over a space on the mall’s second floor between The North Face and Everything But Water. The new storefront appears to be the first of its kind for the retailer, which is looking to carve out a bigger piece of the increasingly competitive activewear market.
While representatives for Old Navy could not be reached for comment, the new concept is expected to focus on affordable athleisure, with an assortment that includes leggings, sweatpants, sports bras, and T-shirts. The company plans to offer stylish workout and everyday activewear without the higher price tags associated with brands like Lululemon, Fabletics, and Old Navy’s sister brand, Athleta.
Women’s Wear Daily first reported plans for the new Old Navy Sport format in April, noting that the concept is intended to build on the retailer’s already substantial presence in casual and active apparel. The move follows Old Navy’s recent push into performance-minded clothing, including its StudioSmooth and PowerSoft collections, which feature soft, versatile pieces designed to take shoppers from workouts to everyday wear.
Founded under Gap Inc. in 1994, Old Navy has long been known for its budget-friendly, family-oriented approach to fashion, offering everything from denim and everyday basics to seasonal styles and activewear.
An official opening date has not yet been announced, but the new Old Navy Sport location is currently listed as “coming soon” on Natick Mall’s website.
