Reebok has reinvented the sports bra using new technology that responds and adapts to movement to provide women with a customised amount of control and support, exactly where and when they need it.
They call it the Reebok PureMove Bra.
The world’s first sports bra was created in 1977 – by a frustrated runner who sewed two jockstraps together. Sure, the sports apparel industry has moved on somewhat from there, but most modern-day sports bras comprise a combination of straps, elastics, materials and ‘hardware’.
Reebok has spent three years developing its proprietary Motion Sense Technology using sheer thickening fluid (STF), a gel-like solution that takes a liquid form when in a still or slow-moving state and contrastingly stiffens and solidifies when moving at higher velocities.
This technology adapts and responds accordingly to the body’s shape, the velocity of breast tissue, and both the type and force of movement. The end result is a bra that stretches less with high-impact movements, while providing the comfort and light support that one would desire during rest and lower intensity activities.
This video explains the process…
“We could not be prouder to come to market with a product that breaks down barriers in a category that has dissatisfied consumers for far too long, lacking any true technological advancements,” says Barbara Ebersberger, VP performance apparel at Reebok.
“Innovation has always been in Reebok’s DNA and placing an emphasis on transforming and improving one of the most important fitness garments for women is no exception.”
According to Reebok, one in five women avoid exercise because they can’t find a comfortable sports bra and 50 per cent of women who do participate in sport complain of breast pain.
But the Reebok PureMove Bra feels more like a second-skin with a “barely-there feel”.
Other key features include:
- Breathable perforations in the front and back to keep the wearer cool and comfortable, no matter the physical activity.
- Natural shaping, with a moulded front panel and free-cut edges for a minimalistic, second-skin fit so help the wearer move freely without distractions.
- Minimalist construction: The bra comprises just seven pieces of fabric that mould to the body for a seamless fit.
Research at Delaware
A key part of the development of the Reebok PureMove Bra was laboratory testing work undertaken with the University of Delaware.
The two entities joined forces to undertake the most detailed biomechanical testing yet. Instead of the typical two to four motion sensors on the chest area to track bounce and support, the Reebok and the University of Delaware crew used 54 motion sensors during its testing process of a range of product prototypes.
“Many would assume that the more support a sports bra gives would equate to the more fabric, straps or hooks it’s comprised of,” explains Danielle Witek, senior innovation apparel designer at Reebok. “However, by using our Motion Sense Technology, PureMove’s design is quite deliberately the opposite.
“The minimalist design of the bra may seem deceiving when you first hold it, but you should not confuse this for lack of support or technology. Every single detail is intentional and directly informed by years of our testing and research.”
The Reebok PureMove Bra will go on sale online in 10 sizes ranging from XS to XL/XXL on August 17 for US$60. Worldwide distribution to Reebok stores and partner retailers will commence on August 30. The company will continue to sell its traditional Hero Bra collection as well.