Adidas revamps sports bra portfolio
Germany-based brand Adidas claims a sports bra is one of the most important articles of workout gear for women, yet most aren’t wearing the correct size.
After “comprehensive research” undertaken with the UK’s University of Portsmouth, it has relaunched its whole portfolio with 43 new styles, available in 72 sizes.
Adidas said: “Women’s needs are historically underserved when it comes to sportswear designed to support the female form.
“In fact, just 17 years ago when Professor Joanna Wakefield-Scurr set up a pioneering research group in breast health at the University of Portsmouth, there were only 6 scientific studies on the biomechanics and support requirements of the breast, while there were thousands of studies on sports shoes.”
It concluded wearing the wrong support can lead to pain, permanent breast tissue damage, and impacts sports performance.
Amy Charlton, senior director of product at adidas, said: “There is a sizeable data gap when it comes to sports bra development, so we worked with experts in breast health and biomechanics to challenge ourselves and drive forward our innovation to better meet the needs of our female athletic community.”
The new collection features Adiflex training bras, which offer sleek coverage, breathable custom stretch fabrics with heat zones and quick drying, designed for HIIT training; Adisoft, with minimal detailing and contoured seams, designed for the studio and soft sports; Adibare, made with a natural cotton feel for everyday use; and Adiform for running, with strong and smooth fabrics that wick moisture and stay cool.
