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.