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September 06, 2018

Welcome to the New School



Dear Friends, Teammates, Oiselle Believers,

My name is Sally and I’m a sports feminist. I’m also a CEO, an apparel designer, and a leader and follower of women. I’m a child of the running gods and goddesses (forgive me mother, for I have not run yet today). And I’m a bit player in the global movement known as women’s sports.

Today is a big day. Yes, it's a relaunch of our brand, and a beautiful new collection to go with it. But more importantly, it's a recommitment party. We're doubling down on our mission.

Since that first, admittedly self-interested quest for non-poofy shorts in the early 00’s, my world has been forever changed, redirected, expanded, by this experiment called Oiselle. We find ourselves in and of the movement: from the athletes we've partnered with on the national and global stage, to the unapologetic change makers we're proud to call friends. 

Just as we did when we founded the company 10+ years ago, we wanted to take the opportunity to reflect on both where we’ve been, and where we still want to go. Then and now, it starts with a simple question… 


What we know, more than ever, is that…


We know it. We see it. We’ve lived it. When moving your body – whatever that looks like – becomes a consistent part of life, life gets better. Radically better. To the point where we know athletic activity does everything from reduce chronic illnessgenerate brain cells, to improve overall happiness.

We believe in…


That body movement is a universal right, not a privilege. And that of all the sports out there, running is the one we were born to do. Participate or watch any running event/race, and behold the beautiful spectrum of humanity.

We believe that women need…


It’s not enough for women to feel empowered by sport. We’re fully actualized when we also have authority, power, representation, longevity – in life and the sports industry – to foster lasting change. 

We believe in...


What do women want? Not just pink stuff. Unless it's the right kind of pink stuff. Women want quality that endures, businesses that care, and a sh*t ton of pockets.

We believe in…


There are deep-rooted problems in the sports world, from the Olympics to World Cups and World Championships, on down to colleges and high schools. In fact, after sponsoring four Olympians in Rio 2016, we were so frustrated with how Olympics Executives Cash in on a 'Movement' that Keeps Athletes Poor, that we met with lawyers to learn more. What we know now is that there IS a path forward - that would radically improve athletes' earning potential and allow smaller sponsors like Oiselle (and major players too) to have a place in the sport we love. It's called amending the Ted Steven's Act. Dear New Balance, Adidas, Hoka, Skechers, and all brands who sponsor pro runners: read this just-released white paper from former Washington State Attorney General Rob McKenna. Change is possible and you're invited. Oiselle is in, as am I.

We believe that…


And that they should love and respect their bodies. With the right tools in her tool box, girls learn to expect more from themselves and the world. Through our Bras for Girls Program, Oiselle has donated thousands of bras to girls who need them most. What drives us is not just the ability to give away free product, however. It's also our unique position as a women-led and run company to have direct and no-BS conversations with girls about their changing bodies. We know from our work with Dr. Melody Moore that these perceptions start young, and so helping girls is where Oiselle can use its superpowers.

We believe in…


Team. It’s not something we have to give up when we’re done with school; or after we move to a city, or get a job, or have a kid. We still need the support and friendship and health that comes with showing up for ourselves and each other. The Oiselle Volée is thousands of women strong, across the country (and in five countries). As an all ages, all paces team, we run, race, live, learn, cry, and support each other – together.

And yet…


So we're...


We're doubling down on the things we care about, philosophically and visually.


The Flag Crest is our company mark. It doesn't replace our bird logo, but it will be woven throughout the brand. The Flag Crest represents our commitment to a new era in women’s sports - in which we are in control of the narrative; the reasons we run, the way we feel, the strength we know, from the inside out. It represents our commitment to not only equality and empowerment through sports, but also creating new traditions, elevating new voices. In 2016, we started the High Flyer Awards, recognizing women leaders in sport. In 2017, we started the 4:30 mile project, followed by the 2:30 marathon project. We are also committed to continuing the fight for better athlete compensation and sponsor visibility at national and international sporting events. 


The Sport Crest celebrates the entire spectrum of female sports and athleticism. The interconnectedness of speed, strength, and endurance. Each has its place, and the total is greater than the sum of the parts. We also love that these three tenets lend themselves to the stages in a woman’s life: in our 20’s, we enjoy our raw speed; in our 30’s, we come fully into the strength of ourselves; and in our 40’s and beyond we take all that we have become and persist.


The Team Crest embodies the radical progress that happens when women decide to show up for themselves and each other. We will continue to invest in the building of this incredible run club we call the Oiselle Volée. Looking for sister strength? Join us. In early 2019, we'll be offering a team collection of special styles, from the beloved race day crop to singlets, tees, warm ups and more...all in the Team Shop. 


Introducing the new Crest Collection; our celebration of New School: an era in which women will continue to create their own place, their own traditions, in sport.

The Crest Vest and Puffy Track Jacket

puffy styles slide_0.jpg

Punches above its weight. Premium Pertex® Microlight fabric and 650 Fill Power, using Primaloft® Silver Down-Synthetic blend equals warmth without weight. 

Team Muscle Tank

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In our new Bantam Flyout® fabric with HoverFit® technology. This fabric literally floats above your skin, and this very slightly heavier weight is ideal for fall and winter training. The clipped Sport Crest, front and back, infuses its power.

The Crest Crew

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Made of our new Tee-Lux fabric: soft, sweat-able, stretchy.

The Team Long Sleeve


Introducing the Big Ass Watch Window. Yep, now there’s a way to look at your timing device without wrestling with your sleeves.

The Race Day Half Zip


Elevated basics. With the right fabrics, including our family of Nyelle®, every piece is made softer and more durable. 


Lastly, we will continue to diversify our brand, team, and product line. To show women athletes in action. And to mirror the growing diversity of our team. 

Thank you for believing in us -- and being an important part of our flight. There is no secret, keep going!




Debra Lee Toth | September 6, 2018 at 7:34am


This is beautiful. Thank you!!!

Monica | September 6, 2018 at 7:58am

All the goosebumps and all

All the goosebumps and all the tears. This is so powerful! Thank you for leading by example!!

Shawnee Parens | September 6, 2018 at 8:02am


Inspired and excited to read this. So proud to be a part of the flock; thank you for your vision & fierce feminism.

Michelle | September 6, 2018 at 8:40am


All the feels!!!

Jennifer Schnarr | September 6, 2018 at 8:55am

I think I might have

I think I might have something in my eye....pride, drive, and a BUNCH of tears. Thanks, Ladies.

Emily Lenz | September 6, 2018 at 9:11am

Wow wow wow! I'm so proud to

Wow wow wow! I'm so proud to be a part of this team. Thank you!

Leah | September 6, 2018 at 9:13am

Not all women want "a sh-t

Not all women want "a sh-t ton of pockets." Nor do we want to pay $90 for a running shirt.

Shannon | September 6, 2018 at 9:45am

YES!! Thank you Sally and

YES!! Thank you Sally and all the other women alongside you at your table.

Jennifer Forkenbrock | September 6, 2018 at 10:13am



Steve | September 6, 2018 at 10:29am


Everything about this is fabulous, you (Sally) and Oiselle consistently lead the way in thought and action within our sport. Bravo!

Mom | September 6, 2018 at 11:12am

Great Work!

Sally, it all looks wonderful, love the refined designs, yummy fabrics and the new expanded logos. Good for the inspired OIselle community that pushes forward and takes our young girls with them. xxx Mom

Jason | September 6, 2018 at 11:12am


Fantastic powerful, emotional video! Thank you for being bold. The dog swim coach was perfect.

Polly Price | September 6, 2018 at 11:12am

This is really special. Proud

This is really special. Proud to be a supporter of this brand!

Melissa | September 6, 2018 at 11:41am


This is amazing and I am HERE FOR IT! Joining Volee is one of the best decisions I've made. I appreciate you constantly speaking out, working for diversity, and empowering women. Thank you!

Vivian | September 6, 2018 at 11:56am

Thank you

Thank you Sally and Team Oiselle for all that you do!

Ashley Moran | September 6, 2018 at 12:55pm


Love everything about this! Makes me even more proud to be a part of the Volee!!

Caitlin | September 6, 2018 at 1:24pm

LOVE this. Goosebumps.

LOVE this. Goosebumps.

Susan Goodman Gallas | September 6, 2018 at 1:29pm

Beautifully Done!

Great video and words to live by. I remember when women were not allowed to run or give birth awake or breastfeed in public. Our loud voices join together to create positive change for us and our daughters. Thank you!

Stacy | September 6, 2018 at 1:50pm

Cool but...

This campaign is great in theory, but looks very specifically aimed at one type of female. Is this really for feminism? Or is this just to sell more of the same tanks? Show me women of color, tell me proceeds are going to feminist rights movements, or Black Girls Run, or Girls on the Run. Go the extra mile.

Kelly | September 6, 2018 at 2:20pm

All the Feels

I love this - thank you for being a champion for ALL women.

Jen | September 6, 2018 at 2:29pm

Could you please stay out of

Could you please stay out of politics and stick to designing clothes?

Mom | September 6, 2018 at 2:59pm

Lest we forget...

The personal IS political. There's nothing more important than empowering half the population to achieve their goals, and yes, that can be done through commerce IF it inspires thought and action. Good for Oiselle.

Melanie | September 6, 2018 at 5:32pm

New rebranding

Love the powerful message to young girls and female runners. As a 44 yr old female runner who started running as a 8 yr old girl this is the message I needed and voice. Thank you!!!

Zulma Castaneda | September 6, 2018 at 8:18pm

Love it!! I'm inspired and

Love it!! I'm inspired and covered in goosebumps.

Bethany Chamberlin | September 6, 2018 at 10:23pm


"and a sh*t ton of pockets." YAAAASSSSS!!! When I found you 6 years ago, I knew you were going to be something amazing - and you've only exceeded that. My daughter is going to be 10 this year and it's more urgent than ever to me to show case strong, capable women. To show her she can be and do whatever the hell she wants. Because actions are louder than words I run, she knows all about Oiselle, and loves you because I do. :D Sally, and Team - keep on keeping on! Thank you for the Volee, for the team. For creating a team, a sisterhood, that has helped keep my head up amidst 3 city moves. Thank you. <3

Emma | September 7, 2018 at 4:07am

I'm very inspired by this,

I'm very inspired by this, but I hope the call to serve all women includes the plus size running community. Everyone deserves great pants.

Eva Humphrey | September 7, 2018 at 5:42am

Love This!!

Love This!! Thanks y’all :) Ps. If you are looking for supply chain or opps folks, I’d 100% join your team.

Elizabeth Hutchinson | September 8, 2018 at 7:43am

no more puffy shorts

Thank you Sally for this amazing vision. I love thinking about the journey from poofy shorts to changing sport through women's empowerment. Thank you for combining great product with a powerful message.

Erika | September 9, 2018 at 10:24pm

This whole press release gave

This whole press release gave me chills. I can not say how much I admire what your company is doing!

Claire | September 10, 2018 at 5:58am

Who made my clothes?

Who made my clothes? Are they women? Are they paid a living wage? Are they finding opportunities in sorts?

hannah | September 10, 2018 at 9:34am

Our Factories

Hi There! We work with five manufacturing partners around the world: the U.S., Philippines, China, Turkey, and Costa Rica. Through in person visits, agreed upon codes of conduct, and international labor standards such as WRAP, we require humane labor practices. In addition, we work closely with our suppliers to choose quality materials, many of which are Blue Sign certified, or responsibly sourced like our wool and down. Here's a blog from our designers last source material trip to Taiwan

Lisa Ryan | September 10, 2018 at 10:48pm


Wow, I got chills and goosebumps. I am so proud to be a part of this team and look forward to spreading the word. Thank you.

Amy | September 12, 2018 at 11:04am

Beautiful and Inspiring

This recommitment video is beautiful, inspiring, and reminds me of my daughter who loves running in your long shorts. Thank you for making products that fit athletes with big, strong muscles so they can continue to comfortably train and compete.

Lynn P mahan | September 12, 2018 at 8:12pm


Older women? Women of color? Larger women? Sorry, not a fan of your expensive young, thin, white women clothes; of which I am 2 out of 3 of those.

Julie | October 19, 2018 at 8:05am

I want to get behind this but

I want to get behind this but I need to see a plan for extended sizing ASAP. When will this be happening? Who is at your table? Are their trans women? Women of color? Women of various sizes and abilities and health? This isn't an attack, just serious questions that I would like answers to in regards to your claim to be a feminist company. If you make this claim you have to be willing to humbly see these shortcomings and justly make changes to lift up all marginalized groups.

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