Dick’s Sporting Goods is evolving beyond just being a store for sports gear. The latest push? Their Calia brand. Launched with country star Carrie Underwood in 2015, Calia initially focused on athletic wear. After Underwood left in 2021, the brand continued to thrive, becoming Dick’s second-largest women’s apparel line just behind Nike.
Chad Kessler, who oversees apparel at Dick’s, notes that while Calia was built on performance, there’s a growing demand for lifestyle and fashion items. To meet this demand, the brand is adding more everyday clothing to its lineup. This shift was evident when Calia participated in Project Runway, challenging designers to create versatile outfits using Calia fabrics. The response was overwhelming, with items selling out quickly after the episode aired.
Calia also made a splash at BravoCon this year, showcasing its latest collections and hosting color analysis sessions. These marketing moves highlight that Calia can appeal beyond typical gym wear. Recent collections feature stylish and comfortable options like soft pants and lifestyle dresses.
Now, Calia is broadening its offerings, including denim and casual jackets. Kessler describes the new styles as high-stretch and comfortable, aimed at meeting the needs of modern consumers who value both style and function. He believes Calia can fill up a customer’s entire wardrobe—from workout gear to daily attire.
Consumer habits have shifted since the pandemic, emphasizing comfort. Sneakers are now a daily staple, and Kessler feels Dick’s can become a go-to department store for versatile clothing options. The brand aims to convey this message, as many are surprised by the diverse range of products Dick’s carries.
To boost this new image, Calia’s spring campaign features supermodel Christy Turlington and her daughter, Grace Burns. Their collaboration not only captures a mother-daughter bond but also embodies Calia’s fresh, modern approach to style.
Turlington shares her excitement about partnering with Calia, emphasizing the brand’s ability to blend performance with everyday style. Grace echoes this sentiment, appreciating the versatility and individuality each piece offers.
As Calia embraces its evolution, it’s geared up to be more than just a brand. It’s a lifestyle choice, making waves in a crowded market by focusing on comfort and style for everyone.
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campaign,Christy Turlington Burns,Dick’s Sporting Goods
