Carrie Underwood’s CALIA brand of athletic apparel — “life wear” as she has called it — works positive vibes to perfection. Follow the brand on Twitter or Instagram, and it’s as if each piece of workout gear comes a superpower bonus for your psyche. #StayThePath is the message — a brilliant one-size-fits-all message with real impact among the brand’s loyal followers. (CALIA has 450K+ Instagram followers.)
— CALIA by Carrie Underwood (@CALIAbyCarrie) September 30, 2018
Not quite feeling it today in the exercise department? “Stay the Path” CALIA encourages — with pithy pushes (see Tweet below) and gorgeous photos that trigger aspirations. It’s all part of taking the first step — then you can take the next one.
— CALIA by Carrie Underwood (@CALIAbyCarrie) July 10, 2018
The #StayThePath tagline shares some of the simple brilliance of “Just Do It” — but there’s something even more to #StayThePath. “Just Do It” may get you through a 5K in the morning, but #StayThePath keeps you on track in the long run — for the long run. Whatever your path is, pursue it with passion and vigor and authenticity, CALIA encourages. If you don’t, you’re the one who’ll know it.
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Way more than “Just Do It”, #StayThePath means hold true to yourself, believe in your journey and put in the work to make your life unfold as you imagine it. Dream the dream but make sure you walk the walk. Hey come to think of it, isn’t that what Carrie Underwood did? Yup — she dreamed the dream and stayed on the path. And importantly, she’s still on the path. In CALIA, inspiration meets perspiration and launches a million personal quests.
Good things take time. #StayThePath
— CALIA by Carrie Underwood (@CALIAbyCarrie) August 28, 2018
“Stay the Path” is an exhortation to keep one’s eyes on the prize while also remembering to smell the roses on the way. And it helps if you smell the sweat, too.
— CALIA by Carrie Underwood (@CALIAbyCarrie) August 18, 2018
You get positive vibes from looking good and feeling good, from pushing yourself and being true to yourself. And when you have those positive vibes, when you’ve earned them — as CALIA consistently reminds its wearers and followers — you also give out those positive vibes. Feeling good, you know, is catchy.
There’s also something ideal in the way the CALIA brand comes together in Carrie Underwood’s own story and style. Beyond working out, where better to source good vibes than from the music world? From Bob Marley (“Positive Vibration“) to the Beach Boys (“Good Vibrations“) pop music has long been a place from which good vibes reliably emanate. So it makes perfect sense that Underwood, a huge pop star who does things her own way, understands those vibes. Good vibes are a life essential, CALIA reminds, not unlike, say, these blue energizing leggings…
— Carrie Underwood (@carrieunderwood) July 21, 2018
And CALIA smartly takes those good Bob Marley-like vibes and adds a giant dose of the Aretha Franklin variety — as in R-E-S-P-E-C-T (a la “give me some propers when you get home”). Staying the path is about self-respect, which is where good vibes come from in the first place. CALIA has positioned itself as a reliable messenger for this very positive idea. And Dick’s Sporting Goods helps get the product to the people.
— CALIA by Carrie Underwood (@CALIAbyCarrie) June 12, 2018