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CALIA BY CARRIE UNDERWOOD brand, launch, advertising

In 2015, I played the dual role of strategist and copy lead on the team that named, positioned, branded and launched Calia, a women's active lifestyle brand from Carrie Underwood and Dick's Sporting Goods, and DSG's first foray into female-focused marketing. With Carrie Underwood's authenticity at its roots and DSG's quality at it's core, we built a brand that could genuinely motivate women at every fitness level. Because we all need a little push to help us STAY THE PATH.

Project Roles
Copywriter, Strategist
Company
Dicks Sporting Goods
Skills
Brand Strategy, Copywriting, Creative Strategy, Print, Scripting
Media
Advertising, Branded Content, Branding, Commercials - Broadcast, Commercials - Video, Manifestos, Microsites, Naming
Project Industries
Sports
CALIA BY CARRIE UNDERWOOD brand, launch, advertising
CALIA BY CARRIE UNDERWOOD brand, launch, advertising