Dick’s Sporting Goods Propels Calia Beyond Athleisure, Unveiling Lifestyle Evolution with Christy Turlington and Grace Burns Campaign

Pittsburgh-based retail giant Dick’s Sporting Goods is set to redefine perceptions of its in-house brand, Calia, with the launch of a new campaign that signals a significant strategic pivot from performance-centric athletic wear to a broader lifestyle and fashion offering. The campaign, titled "Designed to Move You," features iconic supermodel Christy Turlington and her daughter, Grace Burns, aiming to highlight Calia’s expanded versatility and appeal across generations. This move underscores Dick’s Sporting Goods’ ambition to transform its private label into a comprehensive wardrobe solution, extending its reach beyond the traditional sporting goods customer.

Calia’s Strategic Evolution: From Gym to Everyday Chic

Calia, initially conceived in 2015 as a private-label women’s athletic brand in collaboration with country music star Carrie Underwood, has steadily grown into a formidable force within Dick’s portfolio. Despite Underwood’s departure from the brand in late 2021, Calia’s momentum has not waned. It has remarkably ascended to become the company’s second-largest women’s apparel brand, trailing only global powerhouse Nike. This sustained success post-celebrity endorsement provided crucial validation for Dick’s to invest further in Calia’s potential.

Chad Kessler, executive vice president of apparel and vertical brands for Dick’s Sporting Goods, articulated the rationale behind this strategic shift. "The brand was built on performance," Kessler stated, "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." This insight reflects a broader industry trend where the lines between athletic wear, casual wear, and everyday fashion have increasingly blurred, especially in the wake of shifting consumer preferences post-pandemic. The global athleisure market, valued at over $400 billion, continues to demonstrate robust growth, driven by a persistent demand for comfortable, versatile clothing suitable for multiple facets of life.

A Phased Approach: Testing the Waters for Lifestyle Appeal

The journey towards Calia’s lifestyle repositioning has been carefully orchestrated, marked by several key initiatives designed to test consumer receptiveness to its expanded vision. Last year, the brand made a notable appearance on the acclaimed reality television show Project Runway. Competing designers were challenged to create outfits suitable for both gym and casual wear using Calia fabrics. The response was overwhelmingly positive, with the winning look selling out almost immediately after its broadcast. This rapid sell-through offered tangible proof of Calia’s potential to resonate within a fashion-forward context.

Building on this success, Calia further engaged with a broader audience at BravoCon, a popular event for fans of Bravo television. Here, the brand showcased its latest collections and offered interactive color analysis sessions, further cementing its connection with consumers interested in style and personal expression. These activations served as crucial market research, demonstrating that Calia’s core attributes—quality, fit, and comfort—translated effectively into a lifestyle narrative.

Expanding the Product Portfolio: A Full Wardrobe Vision

The positive feedback from these initiatives spurred Dick’s to accelerate the integration of more fashion-oriented pieces into the Calia assortment. The initial foray included an indigo collection featuring soft pants, tops, and jackets crafted from Tencel, alongside a range of lifestyle dresses. These additions quickly proved "really successful," according to Kessler, signaling a strong market appetite for Calia’s interpretation of everyday comfort and style.

The latest product expansions further illustrate this commitment to versatility. While Calia has always offered "to-from" products—items suitable for wearing to and from the gym or studio—it has now ventured into new territories. This includes the launch of denim bottoms and jackets, developed with a high-stretch, comfortable fabric. Outerwear, additional lifestyle bottoms, camisoles, and cotton tops in sheer gauze and ribs have also been added to the evolving collection. "She trusts Calia for the fit, the fabric, the quality, and she’s looking for that comfort and all-day performance," Kessler emphasized. "We feel we can fill her whole closet, from performance through lifestyle."

This strategic expansion positions Calia to compete not just within the athletic wear segment but also across various casual and contemporary apparel categories. It reflects a comprehensive understanding of the modern consumer’s wardrobe needs, where comfort and multi-functionality are paramount. While Dick’s Sporting Goods may not venture into tailored suits, Kessler believes the company’s diverse brand mix, including national brands like Nike and Adidas alongside its private labels, can satisfy the majority of today’s consumer demands.

The "New Department Store": Dick’s Vision for Modern Retail

Kessler elaborated on Dick’s broader strategic vision, describing it as an evolution towards becoming a "new department store" for its female customers. This perspective acknowledges the seismic shifts in retail and consumer behavior, particularly the heightened demand for comfort and versatility that emerged during the pandemic. With the increasing prevalence of sneakers as everyday footwear and the growing appeal of integrated lifestyle brands, Dick’s sees an opportunity to offer a curated, comprehensive shopping experience.

"Comfort is as important as anything right now," Kessler noted, highlighting the core consumer value driving this transformation. "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." This holistic approach aims to capture a larger share of the customer’s wallet by providing solutions for a wider array of daily activities and style preferences, leveraging the strong foundation of trust and quality already associated with its in-house brands.

"Designed to Move You": A Multigenerational Campaign for a Evolving Brand

To effectively communicate Calia’s new identity and expanded offerings, Dick’s Sporting Goods is launching its spring campaign, "Designed to Move You," featuring the iconic mother-daughter duo, Christy Turlington and Grace Burns. The campaign, which includes both still photography and video content, showcases looks from the spring Calia line, styled by Alex White and shot by Cass Bird, with creative direction by Team Laird.

The choice of Turlington and Burns is highly strategic. It aims to demonstrate Calia’s universal appeal, catering to a diverse demographic ranging from late teens and early twenties, represented by Grace, to an established icon like Christy. "We’re hopeful that Christy and Grace will help cut through that noise and people will see the new message," Kessler remarked, acknowledging the competitive nature of the comfort fashion market.

Trey Laird, founder and chief creative officer of Team Laird, emphasized the perfect synergy of the pairing: "Christy and Grace were the absolute perfect choices to bring to life Calia’s new evolved image. 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."

Christy Turlington herself expressed enthusiasm for the partnership, stating, "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." Grace Burns echoed this sentiment, highlighting the brand’s versatility: "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."

Implications and Future Outlook

The comprehensive transformation of Calia represents a significant strategic maneuver for Dick’s Sporting Goods. By broadening Calia’s scope, the retailer aims to capitalize on the enduring consumer demand for comfortable, versatile, and stylish apparel. This move not only strengthens Dick’s private-label portfolio but also positions the company as a more comprehensive fashion destination, potentially attracting a wider customer base who might not typically associate a sporting goods store with everyday fashion needs.

The success of this pivot will depend on several factors, including the continued quality and innovation of Calia’s product lines, the effectiveness of its marketing campaigns in conveying the brand’s new identity, and its ability to differentiate itself in a crowded lifestyle apparel market. However, with a strong foundation built on performance, a proven track record of customer loyalty, and a clear vision for expansion, Calia is poised to become a key player in Dick’s Sporting Goods’ long-term strategy, solidifying its role not just as a retailer of athletic equipment, but as a dynamic force in contemporary fashion.