Dick’s Sporting Goods Unveils Women’s Activewear Line for All-Day Use
Featuring Lycra Adaptiv tech, the Calia Inspire line acts as a “second skin” that responds to motion but is suitable for rest and post-workout errands
Calia, a women’s performance wear brand sold exclusively at Dick’s Sporting Goods, has launched a new apparel collection, Inspire, featuring a revolutionary new fiber.
Marketed as Calia’s most versatile collection yet, the Inspire activewear line is designed to transition from workout to everyday life while remaining supportive, functional and fashionable.
The highlight of Calia’s new collection is Lycra Adaptiv technology, a new-to-the-market fiber offering lightweight support that responds to body movement by expanding in motion while remaining in place with a “second-skin” effect. At rest, Lycra Adaptiv provides the garment wearer with shaping and compression.
In addition to its supportive fit during play and rest, Inpsire’s new line also includes odor and moisture prevention with BodyFree and BodyBreeze Wicking technology and UPT technology to help block UV rays during outdoor workouts.
Calia’s Inspire activewear line, ranging from $48 to $128, includes leggings, shorts, bodysuits, dresses, tanks and sports bras in a variety of subtle pastels and earth tones.
“We know activewear is not just for when you’re intentionally being active,” said Alycia Scott, VP of vertical brand design for 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.”
To spread the word about its new collection, the activewear brand launched a new national ad campaign, “Calia Inspire: There’s Beauty In The Burn,” with a 30-second spot featuring Big Boss Vette’s hit song, “Pretty Girls Walk.” Although the ad is now running on social and streaming services, it will have its first broadcast debut during February 4th’s Grammy Awards.
The global women’s activewear market is expected to grow through 2029, with North America’s market projected to grow considerably. An increasingly “fitness-conscious culture” and material innovations are considered two driving forces behind the surging activewear market, according to market research.
Earlier this month, fitness pioneer and entrepreneur Tracy Anderson dropped the first piece from her namesake collection — a $95 Power Mesh Shrug using high-performance fabric that allows for freedom of movement.
