Dick's Sporting Goods Spotlights Calia Private Brand

Dick’s Sporting Goods has launched a national advertising campaign for its Calia women’s performance wear private label assortment. 

The new marketing initiative entitled "CALIA Inspire: There's Beauty In The Burn" is designed to support the brand's versatile and technically designed fabric and apparel collection to date – Inspire. The Inspire collection offers products that can be used during a low-intensity yoga session to high-intensity weight training, home, and beyond.

"We know activewear is not just for when you're intentionally being active," said Alycia Scott, vice president of Vertical Brand Design, Dick’s Sporting Goods. "We wear it throughout our daily lives, and it's become a staple in many women's wardrobes both inside and outside of the gym. With Inspire, we wanted to create pieces that were tough enough to withstand the most intense workout, but comfortable enough to wear all day long. We want women to feel like they can do anything and have Inspire move with them."

According to the retailer, the new Calia Inspire collection was designed to solve for the enduring trade-off between style and performance, giving users activewear that looks good, feels good and stays put. Accomplished through wear-testing and an innovative new fabric, Inspire aims to provide the perfect fit across all sizes offered. 

The Inspire fabric includes:

• Lycra Adaptiv technology, which is new to the marketplace and a first for Calia. Lycra Adaptiv fiber provides the reliable strength of Lycra brand spandex but with lightweight support and subtle compression that feels like it's barely there. This unique fiber responds to body movement, softly expanding while in motion and maintaining its supportive fit at rest.
• BodyFree Technology to inhibit odor and last wear after wear.
• BodyBreeze Wicking Technology that not only pulls moisture away from the skin, but provides rapid evaporation time to stay dry, cool, and comfortable.
• UPF Technology to help protect the skin against harmful UV rays on even the toughest outdoor workouts and adventures.

To further highlight the versatility of Inspire and celebrate the brand's belief that physical strength is beautiful, Calia debuted a new 30 second spot, There's Beauty in the Burn. Developed by advertising agency Öpinionated in its first work for the brand and synced to Big Boss Vette's viral song, Pretty Girls Walk, the new spot showcases how working out is, in its own way, beautiful. There's Beauty in the Burn displays how the intensity of a workout can be inspiring, making you walk out of the gym or studio with your head held high, feeling like your most confident and beautiful self.

"The launch of Inspire and release of There's Beauty in the Burn is a big moment for the brand, signaling the start of CALIA's next phase of growth." said Emily Silver, chief marketing officer, Dick’s Sporting Goods. "We are thrilled to be bringing a campaign to life that showcases the true elegance found not only in aesthetics, but in the grit and strength displayed by everyday women." 

Today, There's Beauty in the Burn started running across social and streaming services such as Hulu, Disney+ and Amazon. It will air on broadcast for the first time during the 66th Grammy Awards on Sunday, February 4.

The Calia Inspire collection includes leggings, shorts, bodysuits, dresses, tanks, sports bras, and more with sizes XXS-XXL available in-store and many styles in 1X-3X offered online.