MANILA, Philippines—Global sportswear brand adidas unveils its latest extensive sports bra collection after extensive research, development, and testing.
With issues of skin stretch damage and widespread dissatisfaction that causes poor performance and participation in sports, this newest collection aims to address and mitigate these issues.
Image courtesy of adidas
Committed to finding new innovations to better serve the needs of female athletes, adidas worked closely with breast biomechanics research institute, University of Portsmouth to further push their boundaries and help them reach the fullest potential in sport. The partnership found that if breasts are not properly supported during running, they experience the same G force as an F1 driver and could undergo potentially damaging skin stretch. Meanwhile, unsupported breasts can move up to 19cm during star jumps and nearly half (46%) of schoolgirls who were surveyed reported their breasts affected their participation in sports.
With these insights in mind, adidas set out to redefine its current offering and deliver a range of sports bras that focuses on added comfort and better fit, enabling more female athletes to participate in sport and experience the benefits it brings. Using 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-mid intensity activity, Train bras designed to provide enhanced support during HIIT classes and more intense sport or training, and Run bras that offer the highest level of breast support in the collection. Available in an extensive and inclusive size range, key pieces include:
- Coreflow Luxe Studio Medium Support Bra: Using new adidas adisoft fabric the sleek and bonded seam finish enables a comfort first fit and feel whilst in the studio. Inspired by ballet wear, the seams allow athletes to experience a full range of motion whilst also ensuring full coverage and support, moving with the body through every twist and turn.
- PowerImpact Luxe Training Medium Support Bra: With a high neck finish, the bra offers extra coverage and medium support through a wide range of movement. The innovative design includes a quick release front opening for instant relief as lungs expand during exercise. The subtle front opening also provides air flow in high sweat zones, whilst new adidas adiflex fabric ensures a smooth fit and feel with the clean edges also designed to help reduce chafing over long training sessions.
- Fast Impact Luxe Run High Support Bra: Designed to provide high support whilst running, the bra includes 360 adjustability allowing athletes full control over required fit. The wrapped design helps distribute weight evenly for a secure feel, whilst the smooth flat seaming design along the interior and armholes help prevent chafing. adidas’ new absorbent adiform fabric also provides a cool to the touch finish, whilst AEROREADY technology helps manage moisture in a range of conditions.
Images courtesy of adidas
Senior Director Product at Adidas Amy Charlton speaks about the collection: “There is a sizeable data gap when it comes to sports bra development, so 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. The wrong sports bra can have a serious impact on performance and efficiency – for example, if you run a marathon, unsupported breasts travel an extra 4 miles on their own! It was a significant undertaking with an all-female team of designers, testers and experts, and we hope this collection will help more sports bra wearers experience the benefits of added support and a better fit, and not be held back when doing the sports they love.”
With the impact of breast movement in sport not receiving much attention, adidas has partnered with Professor Joanna Wakefield-Scurr, head of the Research Group in Breast Health at the University of Portsmouth to help raise awareness on why sufficient breast support during exercise is crucial, and the damaging effects of not wearing the right sports bra.
Professor Wakefield-Scurr shares, “Unknown to many, athletes may require the same amount of breast support during power walking as they do during sprinting, and a lack of support has the potential to cause irreversible damage. Breast movement in sport continues to be an area that is overlooked, 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, but they recognize the importance of raising awareness of this topic. This is great to see given the impact breasts can have on participation and performance in sport; and it’s vital that we continue to provide further education where we can.”
To further support the specific needs of its female athletic community, Adidas worked with its roster of leading partners to understand what they’re looking for in a sports bra and the impact it has on their training and competition.
Images courtesy of Adidas
Speaking about the importance of the right fit, Olympic athlete Mikaela Shiffrin shares, “My sports bra is the first piece of kit I consider when I’m training because when it isn’t right, it throws me off and I lose focus. In the lead up to such a huge competition, it was so important for me to stay in the zone and not having the right bra has a significant impact on my training and performance, both mentally and physically. Sports bras are a foundational piece of kit but it’s not one size fits all – my training is varied and involves cardio, yoga and strength training, so having the right performance product that is tailored for each of these is key.”
Shiffrin, who stars in the campaign, will be wearing the new collection on the global sporting stage this year. Featuring alongside her is 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.
With fit being critical to the efficacy of a sports bra, aAdidas has launched an online bra fitting service to ensure more women can shop for their correct size, in addition to extending its best-in-class in-store fitting service at the adidas Brand Center Glorietta and other select adidas stores.
For those unable to make it in-store, an online bra finder is available to help more shoppers find their perfect design and fit.
The SS22 Bra Collection is available worldwide from February 14 in-store and online through https://www.adidas.com.ph/women-sports_bras, the Adidas app, or the adidas Viber store.