We must re-examine the situation we are facing.

Over the past year, the German sports brand has been overtaken by the Under Armour in the US market, and now the American rural female singer Carrie Underwood (Carrie Underwood) is also ready to give it a look.

According to the Wall Street journal, Dick's Sporting Goods, a US sporting goods retailer, announced that women's products from Adidas and Reebok were designed for Underwood's brand C.

Out of space.

Calia's products include tight pants, blouses, sports underwear and headbands.

Not only that, Dick's Sporting Goods will also become the exclusive seller of Calia.

The lower shelves of Adidas and Reebok will further expand the gap between Adidas group and US competitor Nike and AU.

In the US, entertainment stars are more willing to cooperate with famous retailers and brands in the middle class of the United States. The popularity and coverage of the latter can make it easier for fans of entertainment stars to buy clothes designed by idols.

For example, Luke Brian (Luke Bryan) has its own production line in the famous outdoor brand Cabela's, while Miranda Lambert (Miranda Lambert) has its own boutique not only in Oklahoma's hometown, but also has launched a cowboy boot with the famous American shoe cheap chain store DSW.

Judging from Dick's's move, the company attaches great importance to the female consumer market. It encourages women to wear sportswear out of the gym and wear comfortable sports clothes at work or brunch.

To this end, they chose a brand designed by Underwood in the United States with a large number of fans.

Calia's sportswear will be on sale in March this year, with its main price ranging from $60 to $85 in trousers and 30 to 35 dollars in tops.

Meanwhile,

Under Armour is also launching a series of market activities aimed at female consumers and expanding the production of women's clothing.