To “better support the specific needs of active women”, Adidas is launching a “extensive” new sports bra collection with 43 new styles across 18 product franchises.
In order to encourage more women to participate in sport, Adidas has redesigned its entire sports bra portfolio, which will be available globally on February 14. They have undergone extensive research.
Development and testing stages with the University of Portsmouth’s Breast Biomechanics Research Institute. Most women report wearing the wrong size sports bra, according to studies.
Non-supported breasts can move up to 19cm during star jumps, and nearly half (46%) of schoolgirls surveyed said their breasts prevented them from participating in sports if they were not properly supported.
To address these issues, Adidas is redefining its current sports bra using the latest material and design innovations to offer light, medium and high support in an “extensive and inclusive size range” to help more athletes experience sports without restraint. It is also recategorising its bras into four new categories: Everyday, designed for lounging and gentle movement; Studio is for yoga, pilates and other low-to-mid intensity activities; Train is designed for enhanced support during HIIT classes and more intense sport or training, and Run, offers the highest level of breast support in the collection.
re-engineers sports bra collection to cater for more bodies and workouts
“We worked with experts in breast health, University of Portsmouth, to challenge ourselves and drive forward our innovation to better meet the needs of our female athletic community,” said Amy Charlton, senior director product at Adidas.
If you run a marathon, unsupported breasts travel an extra 4 miles on their own! We hope this collection will help more sports bra wearers experience the benefits of added support and better fit, and not be held back when doing the sports they love.”
There’s also a Powerimpact Luxe Training Medium Support Bra that has a high neck finish for extra coverage and support and a Coreflow Luxe Studio Medium Support Bra inspired by ballet wear that uses Adidas adisoft fabric. The new Adidas adiflex fabric ensures a smooth fit and feel with clean edges to help reduce chafing over long training sessions.
A Fast Impact Luxe Run High Support Bra with 360° adjustability allows runners to customize their fit while running. The wrapped design distributes weight evenly for a secure fit, while Adidas’ new absorbent adiform fabric keeps you cool to the touch and Aeroready technology manages moisture.
Athletes require the same amount of breast support during power walking as they do during sprinting, and a lack of support can cause irreversible damage, said Professor Joanna Wakefield-Scurr of the University of Portsmouth’s Research Group in Breast Health.
“It’s great to have a long-standing relationship with adidas because breast movement in sport is still overlooked. They have not only invested in sports bra research and development, but also in raising public awareness. We must continue to educate people about the impact breasts can have on participation and performance in sports.
Adidas has expanded its in-store fitting service and launched an online bra fitting service to help more women find the right size.
The campaign features Olympic skier Mikaela Shiffrin, yoga teacher and body positivity advocate Jessamyn Stanley, sprinter and European Championships medalist Lisa-Marie Kwayie, British model Ellie Goldstein, and Japanese actress and TV personality Rola.
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