{"id":26671,"date":"2024-01-24T10:37:00","date_gmt":"2024-01-24T18:37:00","guid":{"rendered":"https:\/\/presskitchen.com\/?p=26671"},"modified":"2026-01-28T09:50:14","modified_gmt":"2026-01-28T09:50:14","slug":"dicks-makes-noise-with-first-ever-grammys-ad","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/dicks-makes-noise-with-first-ever-grammys-ad\/","title":{"rendered":"With Music Supervision & Editorial by Squeak E. Clean Studios, Dick’s Makes Noise With First-Ever Grammys Ad via MediaPost"},"content":{"rendered":"

https:\/\/www.youtube.com\/watch?v=KMMZ3ZoT68s&t=15s&ab_channel=CALIA<\/p>\n

Dick\u2019s Sporting Goods is launching \u201cThere\u2019s beauty in the burn<\/a>,\u201d an ad campaign to support the new Inspire collection from its Calia private label brand. Ads are running on the Grammys, a first for the company.<\/p>\n

The effort salutes the grit and hard work women put into workouts and shows off the line\u2019s ability to move from the gym or yoga studio to the coffee shop.<\/p>\n

Calia first launched in 2015 with a splashy partnership with Carrie Underwood, who is no longer associated with the brand. Since then, the Pittsburgh-based retailer has turned Calia into the chain\u2019s second-best-selling women\u2019s brand, after Nike, and the second-best-selling private label brand, after DSG.<\/p>\n

Dick\u2019s hopes this campaign will create Calia\u2019s next big moment, says Emily Silver, Dick\u2019s CMO. \u201cWe\u2019ve been thrilled with Calia\u2019s growth over the past few years, which is why you see us continuing to invest in the brand and expand our offerings,\u201d she tells\u00a0Marketing Daily<\/em>\u00a0via email.<\/p>\n

She says that while women have become fans of Calia for style, \u201cwe are increasing the brand\u2019s performance credentials.\u201d<\/p>\n

That includes the introduction of Lycra Adaptiv, a fabric technology new to the marketplace that adds a subtle compression. The clothing also has wicking and odor control features and built-in sun protection.<\/p>\n

While the ads, set to Big Boss Vette’s \u201cPretty Girls Walk,\u201d focus on hard-core workouts, the collection flexes versatility beyond the gym. Like competitor Lululemon, the hope is that the clothes are tough enough for workouts but comfy enough for the rest of the day, too, offering leggings, shorts, bodysuits, dresses, tanks and sports bras.<\/p>\n

\u201cCalia wants to reach women who prioritize fitness and are looking for performance wear that doesn\u2019t sacrifice fashion for function,\u201d Silver says. \u201cThe Calia athlete wants a product that can move with her from her workouts to other everyday movements.\u201d<\/p>\n

\u00d6pinionated, a Portland, Oregon-based agency,\u00a0created the 30-second spot, the agency\u2019s first work for the brand. Calia, which has used pop-ups in the past to build awareness, will also boost visibility with in-store fitness events.<\/p>\n

Ads are running on social media and streaming services, including Hulu, Disney+ and Amazon.<\/p>\n

While Dick\u2019s has been deepening its investment in private-label brands — as have many other retailers — some observers question how effective the strategy is.<\/p>\n

\u201cWe do not believe Dick\u2019s efforts to increase its private-label business will improve its competitive position,\u201d writes David Swartz, an analyst who follows the retail sector for Morningstar. With better profit margins than some third-party merchandise, \u201cincreased private-label sales may help profitability,\u201d he says. \u201cThey may not drive store traffic.\u201d<\/p>\n

In recent years, Dick\u2019s has seen impressive sales gains, partly due to innovation in athletic apparel and footwear and the growth of activewear in everyday\u00a0fashion.<\/p>\n

\u201cThe firm has successfully doubled down on stronger categories like athletic footwear, athleisure, and team sports,\u201d he says. But as consumers become more familiar with ecommerce channels and specialty retailers, including Lululemon and Foot Locker, he expects Dick\u2019s sales growth to cool.<\/p>\n

\u201cDick\u2019s lacks an edge. We believe a slowdown is likely, as sporting goods retail is vulnerable to external competition,\u201d Swartz says. \u201cWe view the growth of direct-to-consumer sales by its vendors as a serious competitive threat that Dick\u2019s cannot counter.\u201d<\/p>\n

Others are more encouraged by Dick\u2019s prospects. In a new report on the sporting goods retail sector, Wedbush notes solid sales through the end of 2023, with an improving outlook for the year ahead. \u201cWe believe that the broader sporting goods industry should grow in the second half of this year as macro-related pressures ease,\u201d writes Seth Basham, an analyst who covers the category for Wedbush.<\/p>\n

He projects sales growth in the low-single digits for the full year. \u201cThe industry has re-baselined due to a fundamental shift in consumer behavior with a larger emphasis on health and wellness, participation in outdoor activities and a higher interest in athletic lifestyle products coinciding with the structural change in working from home.\u201d<\/p>\n

Basham gives Dick\u2019s a neutral rating, noting that it appears to be gaining in market share. And he sees \u201cpotential for outperformance,\u201d driven by the retailer’s expansion of its large-format House of Sport locations.<\/p>\n

Click HERE<\/a> to read the original article.<\/p>\n","protected":false},"excerpt":{"rendered":"

https:\/\/www.youtube.com\/watch?v=KMMZ3ZoT68s&t=15s&ab_channel=CALIA Dick\u2019s Sporting Goods is launching \u201cThere\u2019s beauty in the burn,\u201d an ad campaign to support the new Inspire collection from its Calia private label brand. Ads are running on the Grammys, a first for…<\/p>\n","protected":false},"author":2,"featured_media":26672,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[278,2376,211,217,218,234,268,270,273],"tags":[2375,2554,4042,4043,4044,4045,248,249,259,261,263,269,276],"class_list":["post-26671","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spots","category-squeak-e-clean-studios","category-fresh-news","category-ads","category-advertising","category-production","category-music","category-music-sound-design","category-news","tag-squeak-e-clean-studios","tag-music-supervision","tag-calia","tag-clothing","tag-dicks-sporting-goods","tag-private-label","tag-ad","tag-advertising","tag-campaign","tag-commercial","tag-creativity","tag-music-2","tag-sound-design"],"yoast_head":"\nWith Music Supervision & Editorial by Squeak E. 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