BRA REVOLUTION: The new adidas sports bra collection

adidas launches the new BRA REVOLUTION sports bra collection which guarantees support for all women.

 

Several studies show that inadequate breast support causes pain in almost half of women and that 90% of women do not wear the size that corresponds to their physiognomy and sport.

Women’s needs have historically been neglected when it comes to sportswear designed for the female anatomy. That’s why adidas is introducing its extensive new sports bra collection, revolutionising designs with up to 43 new models and expanding to 72 sizes so that every woman can find the perfect sports bra for her.

For the development of this collection, the German brand has carried out research showing that the breast can suffer from harmful stretching of the skin if it is not properly supported, hindering women’s participation in sport and causing frustration in athletes whose performance is impaired as a result.

Not having the right sports equipment has consequences not only on sporting performance, but also on a physical level. adidas has worked closely with the leading breast biomechanics research institute at the University of Portsmouth; who found that if the breasts are not properly supported during a race, they experience the same G-force as an F1 driver and could suffer potentially damaging skin stretching.  What’s more, according to Amy Charlton, Senior Product Manager at adidas, “the wrong sports bra can have a serious impact on performance and efficiency, for example if running a marathon; unrestrained breasts travel over 6km extra on their own!”.

On the other hand, improper support can lead to breast displacement of up to 19 cm in one jump. On top of this, almost half (46%) of the adolescent female students surveyed reported that not feeling comfortable with their breasts affected their participation in sports.

Professor Joanna Wakefield-Scurr, head of the Breast Health Research Group at the University of Portsmouth, says: “Breast movement in sport is still an overlooked area, so it’s great to have established a long-standing relationship with adidas. Not only have they invested in sports bra research and development and independent scientific testing; they recognise the importance of raising awareness of an issue.”

Using this knowledge, adidas set out to completely redefine its current offering and create a range of sports bras that offer greater comfort and a better fit; encouraging more sportswomen to continue to exercise and experience the benefits it brings. Utilising the latest material and design innovations, the new collection features Everyday bras, designed for lounging and gentle movement; Studio bras for yoga, pilates and other low to medium intensity activities; Train bras, designed to provide enhanced support during HIIT classes and more intense sports or workouts; and Run bras, which offer the highest level of breast support for high-impact activities such as running.

The bras will be available in an extensive and inclusive size range to help more sportswomen play sport without restriction. As fit is fundamental to the effectiveness of a sports bra, adidas has launched a bra fitting service to ensure more women can buy their correct size.

 

Bra Revolution will be available worldwide from 14 February at adidas.es, in shops and via the adidas app, with early access available from 9 February.