Old Navy raises its game for the competitive activewear field

In a field dominated by Gymshark, Body Armour and Skims, Old Navy has entered the fray, going all-in on retro futurism vibes in its latest campaign.

Old Navy, a division of Gap Inc, and more of a household name in the States than in Europe, has launched its first major activewear campaign in a decade, titled ‘Old Navy, New Moves’.

The name for the vibrant campaign is fitting, given its aesthetic. It stars celebs including Lindsay Lohan, Charo, Dylan Efron, and Quenlin Blackwell, and is set to the iconic Devo song ‘Whip It’, which was given some recent prominence thanks to its feature in Stranger Things.

The campaign aims to reposition Old Navy as a key player in the $70bn activewear market.

Directed by creative duo Torso and styled by Dara, with visuals captured by fashion photographer Ethan James Green, the campaign was developed in partnership with Look, Old Navy’s creative agency, to deliver a nostalgic yet strangely futuristic take on fitness fashion.

The 30-second commercial, which began airing in theatres on May 23, 2025, and expanded to TV, social media, billboards, and digital platforms on May 27, showcases the cast working out in Old Navy’s latest activewear collections, including StudioSmooth and Protrain.

Agency magic

The campaign was crafted in collaboration with Look, a creative agency known for its bold, culture-driven work. Look worked closely with Old Navy’s in-house team to blend the brand’s value-driven ethos with a high-energy, retro-inspired aesthetic. The agency’s involvement ensured the campaign resonated with cost-conscious consumers while elevating Old Navy’s activewear as a premium yet affordable option.

Our take

The use of Devo’s ‘Whip It’ infuses the ad with an ‘80s workout video vibe, a little reminiscent of Jane Fonda’s efforts, mixed with a touch of Demi Moore’s garish ‘The Substance’ (2024).

The bouncy choreography and bold, colourful outfits make for a vivid spectacle.

Lindsay Lohan is perfectly placed for the role, given her slightly edgy mystique. She kicks off the spot in a red crop top and leggings, while Charo dazzles in a purple one-piece and Dylan Efron sports a yellow vest and shorts.

Quenlin Blackwell rounds out the ensemble in a blue leotard, embodying the campaign’s playful energy.

The activewear market is, nowadays, as competitive as the retro ad business. Somehow, Old Navy has pulled it off, however, unabashedly playing on our nostalgia, while adding enough of the ‘now’ to help its campaign endure.