Dick’s Faucets Christy Turlington and Daughter for Calia Lifestyle Marketing campaign

Don’t let the title on the door idiot you — Dick’s Sporting Goods is greater than only a place to purchase fishing gear and baseball bats.

That will grow to be extra evident Thursday when the Pittsburgh-based retailer releases the newest marketing campaign for its Calia model.

Calia was created with nation singer Carrie Underwood in 2015 as a private-label girls’s athletic model. And though Underwood exited the model in late 2021, Calia has continued to carry out even with out that star energy, rising to grow to be the corporate’s second-largest girls’s attire model behind Nike.

“The brand was built on performance,” stated Chad Kessler, government vice chairman of attire and vertical manufacturers for Dick’s. “But what we found is that there’s opportunity beyond that. Our customers are loyal to the brand and there’s an opportunity to stress more lifestyle and fashion as the brand goes forward.”

As a outcome, Dick’s has slowly been including extra life-style merchandise to the Calia assortment to place it as a style model with efficiency roots. The model was featured on Project Runway final yr the place the competing designers got Calia materials and tasked with creating outfits that could possibly be worn out and in of the health club.

“We were honestly really surprised by the response,” stated Kessler. “It sold out basically immediately after the show aired.”

That was adopted up by the model’s participation in BravoCon the place the corporate offered the newest Calia collections and provided colour evaluation periods to attendees.

The success of each of these initiatives proved to Dick’s that Calia had legs past gymwear and it started so as to add extra style items to the assortment. First up was an indigo assortment of soppy pants, tops and jackets in Tencel, together with life-style attire, each of which have confirmed to be “really successful,” in accordance with Kessler.

And now, Calia is including different merchandise.

“We’ve always had what we call ‘to-from’ product, something you wear to and from the gym or studio, but we’ve launched denim bottoms and jackets in a very high-stretch, comfortable fabric,” he stated. Outerwear, life-style bottoms, camisoles and cotton tops in sheer gauze and ribs, have additionally been added to the assortment. “She trusts Calia for the fit, the fabric, the quality, and she’s looking for that comfort and all-day performance. We feel we can fill her whole closet, from performance through lifestyle.”

While Dick’s could by no means add tailor-made fits, Kessler believes its model combine can fulfill the vast majority of the wants of right this moment’s shoppers.

“We have such a range of brands, from Faherty and Free People to Nike and Adidas,” he stated. “Each of these brands satisfies something else for the customer, something unique and complementary. We try to make sure that we have a mix of product that brings new customers into the box, and as much as possible, completes her whole wardrobe. And I think Calia has a ton of white space to be a full wardrobe brand for her.”

He stated that whereas contemplating how wardrobes have modified because the pandemic, demand has shifted. “Comfort is as important as anything right now,” he stated. “And even though it says Dick’s Sporting Goods on the door, I think we can be a new department store for her. We have a terrific range of footwear — and people are wearing sneakers everywhere all the time. And then as we mix in our own vertical brands with an evolving range of national brands, we just satisfy her demand and her wardrobe.”

The objective now could be to get that message out, he stated, “because I think people are surprised when they see the brand mix and the product mix that we have in the store.”

One means to do this is to convey a few acquainted faces on board. So for Calia’s spring marketing campaign, Dick’s is that includes Christy Turlington and her daughter Grace Burns in “Designed to Move You.”

In stills and a video, the mom and daughter put on seems from the spring Calia line styled by Alex White. The marketing campaign was led by Team Laird and shot by Cass Bird.

Kessler acknowledges that consolation style product is “a crowded market, but we’re hopeful that Christy and Grace will help cut through that noise and people will see the new message. Calia can suit someone in their late teens/early 20s, like Grace, all the way through to an icon like Christy.”

“Christy and Grace were the absolute perfect choices to bring to life Calia’s new evolved image,” stated Trey Laird, founder and chief inventive officer of Team Laird.  “They not only have such a strong emotional bond that only a mother and daughter can share, but also radiate the timeless classic style that Calia stands for. They are authentic, effortless and represent a modern new chapter for the brand instantaneously. All perfectly captured by our longtime collaborator Cass Bird, whose images always have an iconic spirit and bold energy that felt so right for this launch.” 

“I’m excited to partner with Calia at such a pivotal moment for the brand,” stated Turlington. “The brand is creating pieces that fit seamlessly into your life while delivering both performance and style. It’s clothing you can truly live in: effortless, but considered. Working on this campaign with my daughter Grace was a lot of fun. The campaign and the collection reflect a modern, multigenerational approach to style — one that values versatility, intention and pieces that move with you throughout the day.”

Burns added: “What I really like about Calia is that it doesn’t feel confined to one category. The pieces are versatile and expressive, and you can style them your own way depending on the day. The brand offers a kind of flexibility that feels natural to how I approach getting dressed — it’s effortless but still personal.”