Calia by Carrie Underwood

THE CHALLENGE: The women’s activewear market is one of the hottest – and most crowded – apparel categories. Dick’s Sporting Goods wanted to create its first exclusive women’s line to break through the noise to motivate women to get and stay active, however they choose.


THE SOLUTION: A status quo-challenging activewear brand that doesn’t believe femininity and performance are mutually exclusive. A brand that stands for supporting women to put themselves and their self care first by working out.