Reebok, using technology from the University of Delaware, has announced the Reebok PureMove Bra.
The first of its kind sports bra uniquely responds and adapts to movement to provide women with a customized amount of control and support, the shoe and sportswear company stated.
According to a release female consumers have long beenunsatisfied with their options, with one in five women still avoiding exercise because they don’t have the right sports bra.The sports bra has been around for nearly 40 years.
According to Reebok thefirst of its kind product featuring the brand’s new proprietary Motion Sense Technology.
The technology is the result of treating a performance-based fabric with STF (Sheer Thickening Fluid) – a gel-like solution that takes a liquid form when in a still or slow-moving state and stiffens and solidifies when moving at higher velocities.
According to Reebok, the fabric technology adapts and responds accordingly to the body’s shape, velocity of breast tissue, and both type and force of movement.
“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. 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,” says Barbara Ebersberger, vice president, performance apparel at Reebok. “The release of PureMove marks the first step of a very exciting new era for us.”
PureMove’s three-year development process included work in the lab, testing breast movement and product variations with the University of Delaware.
Reebok and the University of Delaware used 54 unique motion sensors on this area during arigorous testing process.
The researchers who developed it the technology run their company from a business incubationsite on UD’s STAR Campus. Reebok tested the bra in UD’s biomechanics labs.
The technology is used for lightweight “liquid armor” and could be part of the next generation of spacesuits.
“Many would assume that the more support a sports bra gives would equate to the more fabric, straps or hooks it’s comprised of. However, by utilizing our Motion Sense Technology, PureMove’s design is quite deliberately the opposite,” says Danielle Witek, senior innovation apparel designer at Reebok. “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 PureMove Bra will be available in an extended range of 10 unique sizes, aimed to specifically address consumer feedback around the industry’s lack of solutions for those who find themselves in between standard sports bra sizing.
The Reebok PureMove Bra will be available exclusively on Reebok.com starting August 17th for $60, followed by worldwide distribution in key retailers starting August 30th, the company announced.