Portland agency, Öpinionated’s, first work for Calia’s new Inspire performance wear collection changes the focus of classic sportswear advertising to match women’s wants. The campaign’s message, There’s Beauty In The Burn, reminds women of the goal that – let’s be honest – sits on their top tier – and this is underlined visually. Squeak E.Clean’s supervision and editing of pumping Big Boss Vette’s viral song, Pretty Girls Walk, gives the brand the essential hot trend factor.
The hero film’s inspiring 30 seconds displays how the intensity of a workout can get you to walk out of the gym or studio with your head held high, feeling like your most confident and beautiful self.
“We know activewear is not just for when you’re intentionally being active,” stated Alycia Scott, VP vertical brand design, DICK’S Sporting Goods, exclusive retailer for the brand. “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.”
The new CALIA Inspire collection was designed to solve the enduring trade-off between style and performance, with activewear that looks good, feels good and stays put accomplished through wear-testing and an innovative new fabric that features newly developed Lycra Adaptiv fibre.
“The launch of Inspire and release of There’s Beauty in the Burn is a big moment for the brand, signalling the start of CALIA’s next phase of growth,” commented Emily Silver, chief marketing officer, DICK’S Sporting Goods. “We are thrilled to be bringing a campaign to life that showcases the true elegance found not only in aesthetics, but in the grit and strength displayed by everyday women.”
There’s Beauty in the Burn is running across social and streaming services such as Hulu, Disney+ and Amazon. It will air on broadcast in the US for the first time during the 66th GRAMMY Awards on Sunday, February 4.
