CALIA Inspire features LYCRA® ADAPTIV fiber, a
new-to-market fabric technology
PITTSBURGH, Jan. 22,
2024 /PRNewswire/ -- Today, CALIA, the women's
performance wear brand sold exclusively at DICK'S Sporting Goods
(NYSE: DKS), debuted a new national ad campaign titled, "CALIA
Inspire: There's Beauty In The Burn" in support of the brand's
most versatile and technically designed fabric and apparel
collection to date – Inspire. The Inspire collection can take you
from a low-intensity yoga session to high-intensity weight
training, home, and beyond.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9140959-calia-womens-performance-wear-dicks-sporting-goods/
"We know activewear is not just for when you're intentionally
being active," said Alycia Scott, VP
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."
The new CALIA Inspire collection was designed to solve for the
enduring trade-off between style and performance, giving her
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 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. To
purchase CALIA Inspire, please visit your local DICK'S Sporting
Goods store or DICKS.com.
About DICK'S Sporting Goods
DICK'S Sporting Goods
(NYSE: DKS) creates confidence and excitement by inspiring,
supporting and personally equipping all athletes to achieve their
dreams. Founded in 1948 and headquartered in Pittsburgh, the leading omnichannel retailer
serves athletes and outdoor enthusiasts in more than 850 DICK'S
Sporting Goods, Golf Galaxy, Public Lands, Moosejaw, Going Going
Gone! and Warehouse Sale stores, online, and through the DICK'S
mobile app. DICK'S also owns and operates DICK'S House of Sport and
Golf Galaxy Performance Center, as well as GameChanger, a youth
sports mobile app for scheduling, communications, live scorekeeping
and video streaming.
Driven by its belief that sports have the power to change lives,
DICK'S has been a longtime champion for youth sports and, together
with its Foundation, has donated millions of dollars to support
under-resourced teams and athletes through the Sports Matter
program and other community-based initiatives. Additional
information about DICK'S business, corporate giving, sustainability
efforts and employment opportunities can be found on dicks.com,
investors.dicks.com, sportsmatter.org, and dickssportinggoods.jobs,
as well as Facebook, Twitter, Threads, and Instagram.
Contact
DICK'S Sporting Goods
724-273-5552
press@dcsg.com
Category: Company
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SOURCE DICK'S Sporting Goods