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10/28/2020

Dick’s Sporting Goods opens Carrie Underwood pop-ups

Marianne Wilson
Editor-in-Chief
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Carrie Underwood

Dick’s Sporting Goods is taking its partnership with superstar Carrie Underwood to another level.

The retailer has opened three pop-up stores for Calia by Carrie Underwood, a fitness and lifestyle brand created five years ago in partnership with the Grammy-award winning performer. The line has become one of the company's top-selling women's brands.

The temporary shops, the first standalone  locations for the women's brand, are located in Austin, Texas, and Santa Monica, Calif. Additionally, a mobile pop-up will be featured in various locations in and around Nashville. The three pop-ups, all of which will offer the latest Calia product and special promotions, will be open to customers through Dec. 31.

Retail-as-a-service company B8ta collaborated with and supported Dick’s to bring the pop-up locations to life.

"Like in so many other areas of our business, we see a lot of opportunity to continue to expand CALIA by Carrie Underwood as the athletic apparel category continues to strengthen," said Lauren Hobart, president, Dick’s Sporting Goods. "With our women's business being a strong focus for us this year, and Calia having such strong success, it felt like the right time to launch these pop-up locations.” 

All the pop-ups will undergo a deep cleaning prior to opening each day, while high-touch areas such as payment portals and door handles will be sanitized throughout the day. All customers and employees will be required to wear face masks and practice safe social distancing.