Carrie Underwood Says Building a Brand and Building a Music Career Are More Similar Than You’d Think

The songstress stars in a new spot for her athleisure line

Carrie Underwood playing the guitar
Carrie Underwood in the new spot for Calia by Carrie Underwood.
Calia by Carrie Underwood

Key insights:

Carrie Underwood’s been in the brand game for a bit now—she launched her athleisure line, Calia by Carrie Underwood, in 2015. In music, she’s even more experienced: The country singer won the fourth season of American Idol in 2005, and has gone onto collect a number of other accolades, including a slew of chart-topping albums and seven Grammy Awards.

Finding success in the two worlds hasn’t been so different, Underwood told Adweek.

“A lot about it is is the same,” she said. “You have an idea, you get together with people that can make that idea start moving in the right direction and that everybody believes in what everybody else is bringing to the table. You put it out into the world and hope it flies, because you’ve made something that you believe in.”

To celebrate the fifth anniversary of her athleisure brand, which is sold exclusively in partnership with Dick’s Sporting Goods, Underwood is starring in a new TV spot—the first from the brand that will air on cable. The 30-second ad was created by agency Badger & Winters as a part of the brand’s “Choose You” campaign, which will run throughout March.

The spot shows clips of the star washing dishes and picking up her children’s toys before entering into a montage of her exercising at home—jumping rope in the garage, hitting a punching bag on her deck and spinning on an at-home bike. The montage includes a voiceover from Underwood talking about the importance of putting yourself first. The closing shot features a hashtag: #StayThePath.

The message, of course, is that in an increasingly-busy life, it’s important to prioritize yourself—and your health. “I hope when when people see it, they feel understood,” she said. “I hope the busy moms out there just feel, ‘Oh my gosh, like I’m not the only one.'”

Underwood said she wanted to run a spot on television for the brand’s fifth anniversary in hopes of “reaching as many people as we can.” She also said the brand prioritizes featuring a diverse group of women in its brand assets from a variety of backgrounds and who wear a variety of sizes.

“We want everyone to see themselves in our ads and in our content,” Underwood said.

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