Pockets, Sun Protection and The Boob Lab: How Title Nine is Serving Outdoor Women

Founded in 1989 by Missy Park and named after the landmark legislation that paved the way for gender equity in athletics, Emeryville, Calif. -based retailer Title Nine initially carved out a niche serving women who played on courts and fields.

But as the landscape of women’s activity has shifted toward the outdoors, Title Nine’s customers are just as likely to be found scaling a mountain or navigating a trail as playing pickleball. “We realize there’s a spectrum of women adventuring in the outdoors,” said President Laurie Etheridge, who has previously held roles at VF Corp.

, Levi Strauss and Roxy. “There are the people, including our founder, who are on very hardcore mountain biking adventures. And then there are people whose adventure is trying to wrangle three kids on a bike with a dog on a leash.”

Title Nine, which is predominantly selling through ecommerce but also operates 14 brick-and-mortar stores in the West and Midwest, aims to serve women across the spectrum — something male-focused brands don’t always do. The $100 million company is debt-free, and 90% of its factory and agent partners are women-run or women-owned.

Title Nine’s executive team is entirely comprised of women, and more than 90% of its workforce are women. As of 2024, more than 78% of Title Nine’s inventory revenue was from brands that are women-owned, and that number increased in 2025.

Rebrand Reflects Women in Motion To reflect how Title Nine has caught up with its own community, the company unveiled a comprehensive rebrand earlier this year. “Find Your Wild” visually represents the retailer’s strategic pivot from its team sports origins toward a broader, more adventurous outdoor identity.

The visual overhaul features a kinetic, abstract logo and a bold orange color palette designed to convey energy and optimism. The mark itself is open to interpretation — some see mountains and a sun, others see a woman in motion, Etheridge said. But the intent is clearly to step away from static imagery.

Founder and CEO Park said the brand’s evolution honors the company’s roots while acknowledging the current landscape. “When I started Title Nine almost four decades ago, I set out to build a company that was about women first, last, and always,” said Park in a statement.

“I look at our community now and am in complete admiration of so many women who show up as leaders at work and in the outdoors, all while balancing life and the mess of it all. We celebrate these badass women finding their own adventures in life, and our new branding captures that culture and energy perfectly.” Photo: Title Nine.

Business Health: Rebounding from a Tough Year The rebrand comes as Title Nine emerges from a challenging period for the retail sector. Like many in the industry, the company faced headwinds in 2025, driven by tariff uncertainties and a pullback in consumer spending.

Etheridge was candid about the difficulties the company faced mid-year in 2025, noting that, anecdotally, it seemed consumers reduced spending out of anxiety in the months following “Liberation Day” in April. “We felt that as we hit the midpoint of the year,” Etheridge said.

“(We) rebounded in November and December, and that would be a function of our building out our gifting strategy and really expanding the range of accessories for the outdoors.” Title Nine had a strong start in Q1 across both ecommerce and physical retail, beating last year’s performance.

“It is like a switch flipped on January 1, and we are off to the races,” Etheridge said. “Business is very, very good.” Product Strategy: Pockets, Bras and the Shoulder Season Roughly half of Title Nine’s product is made in-house, while the other half is curated from other brands.

This allows the retailer to fill gaps in the market where they feel women are underserved, Etheridge said. Title Nine is currently considering potential wholesale distribution for its own branded product — both in physical stores and online marketplaces. The ‘Boob Lab’ and Technical Intimates Bras are a cornerstone of the business.

The company claims to have the best active sports bra assortment globally, a bold assertion backed by a new in-store concept called the “Boob Lab.” This initiative connects customers with fit experts to solve the perennial problem of ill-fitting sports bras.

“We introduced it at the end of ‘24 as an experiment, and we saw conversion and sales around bras lift by double digits immediately,” Etheridge said. This spring, the retailer is hosting the Bra Fit Fest, where customers can try on different styles and test their efficacy in Title Nine’s “Bounce-athlon,” in its 14 locations.

Swim and Trail Beyond intimates, Title Nine’s swimwear business is booming, driven by suits designed to stay put during activity and the company’s “Midkini” styles. Title Nine’s Sunbuster fabric brings UPF protection out of the water and onto the hike and trail. And in pants and dresses, each piece has “real pockets for real women.”

Title Nine is also seeing st