Dick's Sporting Goods Unveils Innovative Inspire Fabric for Calia Line

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Dick's Sporting Goods has unleashed a new chapter in their Calia private brand with the launch of the Calia Inspire line. This innovative collection showcases a new technical fabric, aiming for versatility and form. Simultaneously, the company dropped the "Calia Inspire: There's Beauty in the Burn" ad campaign to create buzz.

The diversity of the collection includes leggings, bodysuits, dresses, shorts, tank tops, sports bras, and other activewear pieces. The collection caters to a wide range of sizes, from XXS to XXL in stores, with some styles available in 1X to 3X online.

The Inspire fabric is designed to be lightweight and deliver subtle compression, akin to spandex but with added perks like odor resistance, UV protection, sweat-wicking abilities, and adaptability to movement.

This development symbolizes Dick's Sporting Goods' continued investment in their private label brands, even after Carrie Underwood stepped away from the brand in 2021. Dick's has been diversifying its portfolio with marketing investments and introducing fresh, private-label brands.

With the Inspire fabric and collection, Dick's targets activewear enthusiasts who might wear the collection for various activities like yoga or intense weight training, as well as casual settings at home. The retailer intends to broadcast the collection across Hulu, Disney+, Amazon, and even during the 66th Grammy Awards on February 4.

Alycia Scott, vice president of vertical brand design at Dick's Sporting Goods, spoke about their vision, saying, "We know activewear is not just for intentional workouts. It's a wardrobe staple for many women, inside and outside the gym. With Inspire, we aimed to create pieces that could withstand the toughest workout while being comfortable enough for all-day wear. We want women to feel empowered and Inspire to move with them."

Following two consecutive quarters of growth, Dick's Sporting Goods reported a 3.6% net sales increase in Q2 2023, amounting to $3.2 billion. Despite this growth, the retailer implemented a "business optimization" plan, which included measures such as job cuts and streamlining initiatives.

Sources:1. https://www.dickssportinggoods.com/p/calia-womens-vented-fitness-dress/p-45279843901432. https://www.therecount.com/2022/04/19/dickssportinggoods-revenue-quarterly-earnings-first-quarter/3. https://www.cnbc.com/2018/11/20/dicks-sporting-goods-calia-brand-grows-in-first-quarter.html4. https://www.dickssportinggoods.com/p/calia-womens-soft-scuba-tapered-pant/p-4527966901438

Dick's Sporting Goods' new Calia Inspire line in the fashion-and-beauty sector showcases a tech-focused fabric, aiming for versatility and form, and is marketed towards activewear enthusiasts.
After Carrie Underwood's departure from the brand, Dick's Sporting Goods has continued to invest in their private label brands and diversify their portfolio.
The Calia Inspire collection includes various pieces such as leggings, bodysuits, dresses, shorts, tank tops, sports bras, and activewear, catering to a wide range of sizes and suitable for activities like yoga or intense weight training, as well as casual settings at home.
The Inspire fabric is designed to be lightweight, provides subtle compression, and possesses additional benefits like odor resistance, UV protection, sweat-wicking abilities, and adaptability to movement.
Dick's Sporting Goods plans to broadcast the Calia Inspire collection across multiple media platforms, including Hulu, Disney+, Amazon, and even during the 66th Grammy Awards on February 4.
Although Dick's Sporting Goods reported a 3.6% net sales increase in Q2 2023, they implemented a "business optimization" plan involving job cuts and streamlining initiatives.