Calia by Carrie Underwood

Calia by Carrie Underwood is Dick’s Sporting Goods’ first female activewear brand. From strategy, concept development, naming and seasonal 360 campaigns through all brand touch-points we created this brand from scratch.

We also created the Stay the Path platform, which stands for the notion that working out is hard work. It doesn’t matter if you’re famous or not. We documented Carrie’s personal fitness journey through the good times and the bad. Just like any other woman, we reveal her challenges and triumphs.

I helped come up with the Stay the Path platform and initial executions and led a team of designers and writers in bringing the launch campaign to life as well as the following season's campaign.