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CALIA is a performance wear brand sold exclusively at DICK’S Sporting Goods. In partnership with the brand, we set out to create a campaign, in support of CALIA’s new Inspire collection, that would help the brand stand out against its competition. CALIA believes that hard work is beautiful, thus the line There's Beauty in the Burn. We worked with top choreographers to create high-energy work, incorporating the hit track Pretty Girls Walk by Big Boss Vette. This film embodies the beautiful confidence you feel after a good workout.
Calia is a store brand with ambitions to bring more women into the masculine world of Dick’s Sporting Goods.
We needed to create a clear alternative to the dominant queens of women’s athleisure like Lululemon.
Most athleisure brands were becoming more like fashion brands, moving away from physicality and portraying beauty as dainty and performative.
This gave us a white space to reframe beauty from how you look to what you do.
Messaging resonated with our audience: 73% saw it as positive/unique and drove them to want to learn more about the brand
Q1 2024 comparable store sales grew 5.3%, buoyed by private label products
6.4% Q4 2024 comp sales growth, largest quarter increase in company history
Calia became #2 women’s brand at Dick’s Sporting Goods.
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