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12/02/2021

Calia exclusive brand undergoes a big change

The Dick’s Sporting Goods women’s apparel line is losing the celebrity partner that helped launch it.
Dan Ochwat
Executive Editor
Dan Ochwat profile picture

The face of the Calia exclusive brand at Dick’s Sporting Goods is moving on.

Carrie Underwood announced over Instagram that the 2021 holiday collection of the Calia by Carrie line will be her last, although it’s her favorite collection, she said. The singer and actress said in the post that more details will come in the coming months and that she’s excited to see where the Dick’s Sporting Goods store brand goes from here.

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a person standing in the grass

Underwood launched the exclusive private brand alongside Dick’s Sporting Goods in 2015. The retailer hasn’t shared any details about how the brand will evolve or if a new spokesperson will be named. Along with the new VRST line and flagship DSG brand, Calia has been a staple for the chain, as a top-selling brand. The store has built large merchandising pieces around Calia and its own brands in stores.

In its third-quarter financial call last week, Dick’s Sporting Goods said that DSG and Calia had been driving exclusivity at the stores and gaining “meaningful traction.” The store posted a huge Q3, seeing net sales increase $2.75 billion, up nearly 14% compared with the same period a year ago and up 40% compared with Q3 2019.

The chain is actively branching out with two House of Sports stores, an engaging store format with climbing walls, fields and activities, and a second Public Lands store, a store dedicated to the outdoors.