Posts tagged with "Adidas"

Beyoncé,IVY PARK,KO Média,ELLE Canadae,ELLE network,2020 ELLE International Beauty Awards,Karla Welch,Hollywood,athleisure,activewear,sweats,Adidas,Reebok,Vaughn Lowery,360 MAGAZINE,Elle Canada,Canada,

Beyoncé × ELLE

KO Média is proud to announce that the January issue of ELLE Canadae stars none other than global phenomenon Beyoncé. As she unveils her new Adidas partnership for IVY PARK, Beyoncé offers a rare opportunity in this can’t-miss feature: full access. In an intimate DM session with her fans, the superstar opens up about motherhood, finding time for date nights and how she learned to feel “more womanly and secure” with her curves. “The more I mature, the more I understand my value,” she explains in the piece that hits newsstands in conjunction with ELLE US and UK. “I realized I had to take control of my work and my legacy because I wanted to be able to speak directly to my fans in an honest way.”


The issue also features another exciting ELLE network exclusive: the 2020 ELLE International Beauty Awards. This much-anticipated global event reveals the top 16 products handpicked by ELLE’s esteemed team of international beauty editors—and you won’t want to miss the results.
 
And for those looking for some guidance as we kick off a new decade, look no further than the whopping 30-page astrology guide in ELLE Canada’s January issue, which boasts ultra-entertaining year-ahead forecasts for every sign, an unmissable glossary of every celestial term you’ll need to know in 2020 and asks the important question: should you plan your next vacation based on your sign?
 
Also in this issue: Hollywood’s top stylist Karla Welch talks about the future of fashion, a report on the unlikely problem with clean beauty, a panel of Canada’s top fitness experts share the keys to successful goal setting, and an exclusive unforgettable shoot with Gucci’s one-of-a-kind eveningwear collection.
 
The January issue of ELLE Canada will hit stands today.
 

Dubai marathon, uae, 360 MAGAZINE, Ruth Chepngetich

DUBAI MARATHON

ALL EYES ON STANDARD CHARTERED DUBAI MARATHON AFTER FORMER WINNERS ARE CROWNED “WORLD’S BEST”

Following the crowning of Standard Chartered Dubai Marathon winners Lelisa Desisa and Ruth Chepngetich as Marathon Runners of the Year, all eyes will now turn to the 21st staging of the Middle East’s premier marathon on January 24 and the potential emergence of new running talent.

The 2019 ‘Best Marathon Runner’ award was made to both Desisa and Chepngetich by the Association of International Marathons and Distance Races (AIMS) at the end of a year that saw them both add Marathon World Championship titles to their already impressive CVs.

But it was on the flat and fast streets of Dubai that Desisa of Ethiopia and Kenya’s rising star Chepngetich first made their marks in the record books – just two of a growing number of world-class distance runners to launch their careers in the emirate.

Making his marathon debut in Dubai in 2013, Desisa won in 2.04.45, while in January 2019 the diminutive Chepngetich produced one of the best women’s performances of all time as she stormed to victory in 2:17:08, now the fourth fastest in history.

“Over the past ten years or so, the Standard Chartered Dubai Marathon has consistently produced race winning times that rival and often exceed the Marathon Majors,” said Event Director Peter Connerton.

“The city is now firmly recognised as hosting one of the fastest routes in world athletics. Established elite athletes as well as up-and-coming runners are always keen to take part in what is the first major event of the new year. With the benign weather conditions, excellent road surfaces and a flat course, the athletes know they can target a personal best and even a new course record in Dubai.”

While the Standard Chartered Dubai Marathon has been held in various parts of the city – with race routes that have included both the Sheikh Zayed Road and Downtown Dubai – in recent years the race has settled on a home stretching out along the city’s Jumeirah Beach Road in the west with a finish in the shadow of the seven-star Burj Al Arab Hotel.

Held under the patronage of HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, the 2020 event is expected to see more than 30,000 runners sign up to take part.

 The race – the 21st in the event’s history – will again see the runners compete in the same location with competitors spread across three races, namely a 4km Fun Run, the hugely-popular 10km and the traditional Marathon distance itself.

Entries are already building up as runners from home and abroad get set for the biggest mass participation sporting event in the region. Runners looking to sign up and take part in any of the three categories can do so online at www.dubaimarathon.org

In addition to Standard Chartered as title sponsor, the Dubai Marathon is supported by the Dubai Sports Council, adidas, Dubai Holding, Dubai Municipality, Dubai Police and the RTA.

Cotton Incorporated Takes Over The Montauk Beach House

Cotton Incorporated takes over the Montauk Beach House with Immersive Weekend of Style, Shopping and Fashion Three-Day Pop-Up Fashion Event brought influencer inspired Cotton Style House Collection to life limited-time online shop available through August 31

Cotton Incorporated, the not-for-profit research and promotions company representing U.S. cotton, recently welcomed visitors to The Montauk Beach House in Montauk, New York, during Cotton Style House, a weekend pop-up fashion and lifestyle experience. Over the span of three days, guests enjoyed a dynamic lineup of events ranging from fashion experiences, on-site shopping, wellness and entertainment-themed activities, workshops and panel discussions designed to showcase cotton’s versatility and ability to bridge lifestyles. The event brought theCotton Style House Collection to life, expanding Amazon’s vast apparel offerings available on Amazon through August 31. “Cotton Style House displayed the innovative spirit of cotton through a vibrant and lively lifestyle event and evolution of the shopping experience,” said Marissa Barlin, director of strategic alliances for Cotton Incorporated. “Guests participated in panel discussions and wellness activities showcasing the fashion-forward applications of this versatile fabric. Then seamlessly placed orders for those cotton looks delivered directly to their homes.”

HIGHLIGHTS FROM COTTON STYLE HOUSE:

Curated by celebrity stylist, Irma Martínez, founder of the styling and creative concept firm Trendy, Inc., each individual piece, priced between $11.99 – $396.89, of the Cotton Style House Collection has been inspired by some of the most sought-after fashion, travel, and lifestyle influencers, who were in attendance throughout the weekend.

Influencer Partners & Notables In Attendance,  Becky Hillyard, Pam Hetlinger, Jill Wallace, Steven Onoja, Marissa Fuchs, Gregory Dava, Patrick Van Negri, and Melody Acevedo participated in a variety of activities, while wearing looks from the Cotton Style House Collection lifestyle categories they each represent. These styles featured “The On-The-Go Getter” casual looks, “The Jetsetter” resort-wear, “The Show Stopper” dressier styles and “The Wellness Warrior,” highlighting sporty athleisure pieces. Cotton Style House Pop-Up Shop The weekend’s main attraction was the Cotton Style House pop-up shop, that offered guests a chance to browse the collection and purchase a range of apparel items from their smartphones or from provided Amazon fire tablets. Priced from $11.99 – $396.89, featured brands in the shop ranged from Adidas, AG Adriano Goldschmied, American Apparel, ASTR the label, A/X Armani Exchange, BCBG Max Azria, For Love & Lemons, J. Crew, MinkPink, Perry Ellis,  Puma x Selena Gomez, to Show Me Your Mumu, just to name a few.

Cotton Style House Activities The activity filled weekend began with a beach bonfire influencer chat on Navy Beach, followed by an early Saturday morning guided meditation and essential oil bar. Guests partook in a kickboxing class; acai bowl building activity; cotton tie-dye activity. Also, there was a denim panel, with a discussion about cotton’s sustainability that encompassed Cotton Incorporated’s Blue Jeans Go GreenTM denim recycling program and fashion trends. In the afternoon, guests enjoyed a poolside Splash Bash, followed by a panel focused on styling tips from industry experts about making looks go from day to night, which featured Martinez as one of the speakers. On Sunday, Cotton Style House came to a close with an outdoor morning yoga session on the lawn of the hotel, followed by brunch, and a cotton make-up bag customization activity before culminating the weekend with a styling session focused on creating the hottest cotton summer looks.

Cotton Incorporated’s “Cotton Style House Collection” Delivers Influencer Inspired Fashion

Cotton Incorporated, the not-for-profit research and promotion company representing U.S. cotton, proudly announces the launch of its new limited-time online shop, Cotton Style House Collection, available on Amazon. Now through August 31, Amazon shoppers can purchase a variety of on-trend cotton apparel for every occasion – and from an assortment of brands. Inspired by the Hamptons’ beach-washed summer, the collectionis evocative of eight fashion, fitness, and lifestyle influencers from across the U.S and curated by internationally-recognized celebrity stylist, Irma Martínez. The Cotton Style House Collection is now available at Amazon.com/ShopCotton.

“Last Fall, Cotton Incorporated collaborated with Amazon to create an Amazon Fashion Show broadcast via Amazon Live,” says Marissa Barlin, director of strategic alliances for Cotton Incorporated. “This season, the Cotton Style House Collection lets you easily purchase the summer’s hottest looks with just a couple clicks. Whether you’re on the go, working out, hitting the town at night, or jetting off on your next vacation, it’s cotton’s breathability and versatility that can take you through your day.”

 
Cotton Style House Collection Celebrity Stylist
 
Each individual piece of the Cotton Style House Collection, which has been inspired by some of the most sought-after fashion, travel, and lifestyle influencers, exhibits the versatility and comfort of cotton. The collection was curated by celebrity stylist Irma Martínez, founder of the styling and creative concept firm Trendy, Inc., is recognized for her work with celebrities such as Maluma, Sofia Vergara, Serena Williams, and Pitbull, among many others.
 
“For the Cotton Style House Collection, I’ve drawn inspiration from influencers with amazing style that are really making an impact in the fashion world,” expressed Martinez. “The best thing about the collection is that – much like the fabric that is its center-piece – every apparel category is versatile, offering shoppers an opportunity to see themselves in the unique pieces from a diverse set of versatile brands and designers.”
 
Cotton Style House Collection Influencer Partners & Apparel Categories
 
The Cotton Style House Collection showcases cotton’s ability to bridge lifestyles and includes a variety of everyday pieces that can be worn in multiple ways ranging from “The On-The-Go Getter” casual looks, “The Jetsetter” resort-wear, “The Show Stopper” dressier styles and “The Wellness Warrior,” highlighting sporty athleisure pieces. Brands featured in the collection include, Adidas, AG Adriano Goldschmied, American Apparel, ASTR the label, A|X Armani Exchange, BCBGMAXAZRIA, For Love & Lemons, J.Crew, MINKPINK, Perry Ellis, PUMA x Selena Gomez, Show Me Your Mumu.

 

Each Cotton Style House Collection influencer partner worked alongside Cotton Incorporated and Martínez curating unique looks that are representative of their lifestyle and personalities. The influencer partners and the collection’s apparel categories they represent are:

ON-THE-GO-GETTER

Becky Hillyard – @cellajaneblog
Pam Hetlinger – @pamhetlinger

SHOW STOPPER

Jill Wallace – @littleblackboots
Steven Onoja – @stevenonoja

JETSETTER

Marissa Fuchs – @fashionambitionis
Patrick Van Negri – @patrickvannegri

WELLNESS WARRIOR

Gregory Dava – @gregorydava
Melody Acevedo – @melodyslife

About Cotton Incorporated

Cotton Incorporated, funded by U.S. cotton producers and importers of cotton and cotton textile products, conducts worldwide research and promotion activities to increase the demand for and profitability of cotton. For more information about Cotton Incorporated, visit CottonInc.com.

Adidas X Kid Cudi

Adidas has officially confirmed its partnership with Kid Cudi, with a product set to be released later this year. No stranger to the brand Kid Cudi’s collaborative efforts with the Three Stripes began in 2018 with the release of the TRESC run. This was just the beginning of the relationship as Adidas has confirmed more footwear and apparel is coming soon.

The partnership was announced Saturday morning with cryptic wheat pastings across Miami (where Cudi will headline this weekend’s Rolling Loud festival), Los Angeles, and New York. The graphic depicts a feminine half head with a burning moon inside and will be present on all upcoming Adidas x Kid Cudi product. A URL at the bottom of the poster invites you to visit adidas.com/kidcudi where there is a sign-up page for the collaboration now live.

Beyond the product, the partnership will provide a platform to share the positive impact that creativity can have on mental wellness through music, art, and design.

Jake Miller Drops “NIKES”

Singer, songwriter, and producer Jake Miller releases new song “NIKES” today off his highly anticipated six-song EP entitled BASED ON A TRUE STORY. due out on March 29th via RED MUSIC. The 80s synth-infused track is backed by rich production, personal lyrics, and a hummable guitar all courtesy of Miller. “NIKES” debuted on 10 New Music Friday playlists worldwide including the U.S. as well as Apple Music’s Best of the Week playlist. It is the follow up to Miller’s hit “WAIT FOR YOU,” which is currently sitting in the Top 45 at U.S. pop radio and has clocked 5 million U.S. streams to date.
In support of his new song, Miller today launches a new “NIKES”-inspired merchandise line that includes robust hoodies, long sleeve and short sleeve t-shirts, totes, and shoelaces. Fans can check out the new products via Jake’s official Sony Thread Shop web store at shop.jakemiller.com/store.

 

Jake recently announced his spring headlining ‘WAIT FOR YOU’ Tour that kicks off on April 11 in Las Vegas and will hit 21 cities across the U.S. including major markets in New York, Los Angeles, Chicago, Houston, and Nashville. The tour will include support from special guests Logan Henderson and Just Seconds Apart. Prior to hitting the road, Jake will play iHeartRadio’s Blossom Bash alongside Meghan Trainor and MAX in Washington, D.C. on April 5th as part of the National Cherry Blossom Festival. Tickets for all shows are available online HERE.

UPCOMING TOUR DATES

April 5 – Washington, D.C. – The Anthem

April 11 – Las Vegas, NV – Vinyl at the Hard Rock*
April 12 – Mesa, AZ – Club Red*

April 13 – Tucson, AZ – The Rock*

April 16 – Dallas, TX – The Prophet Bar*

April 17 – Houston, TX – House of Blues Bronze Peacock Room*

April 19 – Fort Lauderdale, FL – Culture Room*

April 23 – Nashville, TN – The Cowan*

April 25 – Philadelphia, PA – The Fillmore Philadelphia*

April 26 – Asbury Park, NJ – House of Independents*

April 27 – Lancaster, PA – Chameleon Club*

April 28 – New York, NY – Irving Plaza*

April 30 – Boston, MA – Brighton Music Hall*

May 1 – Pittsburgh, PA – The Rex Theater*

May 3 – Columbus, OH – Newport Music Hall*

May 4 – Detroit, MI – The Loving Touch*

May 5 – Chicago, IL – Chop Shop*

May 7 – Minneapolis, MN – The Fine Line Music Café*

May 11 – Tacoma, WA – Alma Mater*

May 12 – Portland, OR – The Hawthorne Theatre*

May 14 – Oakland, CA – The New Parish*

May 17 – Los Angeles, CA – El Rey Theatre*

*Logan Henderson and Just Seconds Apart will support entire Wait For You Tour

 

adidas Originals

ADIDAS ORIGINALS CELEBRATES BASKETBALL HERITAGE AND NEW YORK CITY WITH RIVALRY

adidas Originals reinvigorates an iconic silhouette that pays homage to an era of basketball legends

• Rivalry comes back in its iconic colors, influenced by the passion of New York basketball fans

• The style is honored with a pop-up exhibition curated by Eric Emanuel, featuring works by New York City creatives Brock Fetch, Tyrrell Winston, and New York Sunshine. In attendance at the exhibition launch were a roster of New York athletes: Kristaps Porzingis (New York Knicks), Allonzo Trier (New York Knicks), Allen Crabb (Brooklyn Nets), Charone Peake (New York Jets) and Cody Latimer (New York Giants)

Following a long-standing lineage of basketball silhouettes over the past several decades, adidas Originals continues to honor the sport’s heritage with the special re-issue of Rivalry in New York City last night. Revitalizing a peak era of New York basketball, which spearheaded a communal spirit of fierce pride, the cult classic is for lovers of basketball style on and off the courts. Returning in all its glory, adidas Originals teamed up with notable sportswear designer Eric Emanuel to debut the latest Rivalry model, inspired by New York’s undying passion and love for sports.

The shoe was celebrated through a pop-up gallery exhibition curated by Emanuel, showcasing the indisputable influence of basketball style into the realms of fashion, art, photography and more. The blank space was transformed into an interactive gallery covered in gritty, city-inspired installations that bought the shoe to life through the works of photographer Brock Fetch, mixed media artist, Tyrrell Winston and creative collective, NY Sunshine.

In true Big Apple style, Rivalry wheat paste posters drenched the exhibition entrance, surrounded by a canopy of scaffolding and sneakers hung from wires. Guests then walked through an exclusive showcase of collaborator works that included photography, installations, and a product showcase. On view was the latest iteration of the Rivalry Hi-Top, accompanied by both an archival silhouette from 1986 and a preview of what’s to come from the three stripes brand and Emanuel later in the year.

Staying true and honoring its predecessors, the latest Rivalry iteration will feature premium leathers that nod to the famous “Team Series” from the late 80s. The model stands out in a bold blue and orange colorway with adidas branding emblazoned on the tongue.

Today, adidas Originals will open the gallery up to the men’s and women’s basketball team from local New York school, High School of Fashion Industries, as well as the general public from 12:00 pm through until 5:00 pm. The surrounding streets of the exhibit will also play host to adidas street scalpers handing out admission tickets to the pop-up where guests have the chance to grab a limited edition Rivalry-inspired t-shirt designed by Eric Emanuel.

The Rivalry High OG will be available at select adidas retailers on Friday, February 8th and will retail for $110 USD.

The Rivalry Gallery is located at 158 Mercer Street, New York Street, NY.

Course Records Broken At Dubai Marathon

Getaneh Molla of Ethiopia and Kenya’s Ruth Chepngetich won the 20th edition of the Standard Chartered Dubai Marathon today (Jan 25) with both athletes producing spectacular course records that rank among the fastest times in the history of marathon running.

In excellent weather conditions, Ethiopian Molla clocked 2:03:34, achieving the first sub-2:04 time in Dubai. He improved the former course record – set in 2018 – by 26 seconds and became the sixth fastest marathon runner ever. It is also an unofficial world debut record by the 25-year-old.

Second-placed Herpassa Negasa also ran sub-2:04 with 2:03:40, making him the eighth fastest of all time, while Asefa Mengstu completed an all-Ethiopian podium with 2:04:24 for third place. In a stunning women’s race, Kenya’s Chepngetich achieved the third fastest time in history with 2:17:08. Only Britain’s world record holder Paula Radcliffe and Kenya’s Mary Keitany have ever run faster as the 24-year-old smashed the course record by more than two minutes.

Underlining the quality of the field, Worknesh Degefa – the winner in Dubai in 2017 – broke the Ethiopian record by 15 seconds to become the fourth fastest runner ever in 2:17:41. Her compatriot Worknesh Edesa took third in 2:21:05.

Held under the patronage of HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, and under the aegis of the Dubai Sports Council, the event once again underlined its status as a world-class IAAF Gold Label Marathon.

Molla smashing the course record on his marathon debut and Chepngetich’s duel with Degefa were the undoubted highlights. The Kenyan was having problems identifying her drinks’ bottles at feed stations, and regularly fell behind, which may have cost her the Kenyan/African record held by colleague Mary Keitany, the second fastest in history with 2.17.01.

Molla said he did not know what to expect from his first marathon. “I certainly didn’t expect to run 2.03,” said the new champion. “I was hoping for maybe 2.05 or 2.06 so this is a great win for me.”

While the spoils were shared between Kenya and Ethiopia in the elite Marathon, in the wheelchair category, there was a Swiss double with Marcel Hug and Sandra Graf winning in 1h:24m:09s and 1h:41m:03s respectively before the trophies were presented by His Highness Sheikh Mansour bin Mohammed bin Rashid Al Maktoum, Dubai Sports Council Deputy Chairman Mattar Al Tayer and Standard Chartered UAE CEO Rola Abu Manneh.

As usual, more than 20,000 runners also took part in the associated 10km Road Race and 4km Fun Run as the Middle East’s biggest mass participation sporting event celebrated is 20th birthday in style. The event was streamed live with no rights restrictions and is available to watch on repeat at bit.ly/2019DubaiMarathon_Live.

In addition to Standard Chartered as title sponsor, the Dubai Marathon was supported by the Dubai Sports Council, adidas, Dubai Eye 103.8FM, Aquafina and Gatorade, Dubai Holding, Dubai Municipality, Dubai Police and the RTA.

2019 Standard Chartered Dubai Marathon

Former champions Lemi Berhanu and Worknesh Degefa will be among the powerful elite line-up when the Standard Chartered Dubai Marathon celebrates its 20th edition on the streets of the UAE on January 25.

The two Ethiopians – winners in 2015 and 2017 respectively – are key figures in the roll of honour of the Middle East’s biggest mass participation event, the only IAAF Gold Label Marathon in the region.

Lemi has performed well on the global stage but his best performances have always been on the flat and fast streets of Dubai. As well as winning the title four years ago in a time of 2h:05m:28s, he set his personal best at the event when as defending champion he finished runner-up in 2016 in 2h:04:33.

Still only 25, Lemi has also competed at World Championship level and at the Rio Olympics in 2016. Like an increasing number of elite runners, he has also prospered at the marathon distance in China, winning the Hengshui title with 2h:08m:51s in September 2018, the Xiamen Marathon in 2017 (2h:08m:27s) and the 2014 Taiyuan Marathon (2h:13m:10s).

Held under the patronage of HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, and staged under the aegis of the Dubai Sports Council, the 2019 Standard Chartered Dubai Marathon will welcome a number of the world’s best athletes as the marathon celebrates its 20th anniversary with elite fields in both the men and women’s races.

Among the leading elite women in the line-up, Worknesh Degefa who stunned the athletics world in 2017 by winning on her marathon debut in Dubai. The Ethiopian caused quite an upset beating a strong field of experienced marathon runners in a time of 2h:22m:36s although she was disappointed 12 months later.

Running in the defence of her crown Worknesh set a new personal best 2h:19m:53s yet failed to break into the top three as the Standard Chartered Dubai Marathon once again proved its strength in depth with four women breaking the 2h:20m – the first time the feat has ever been achieved in one race.

“It’s very unusual that a runner will break the 2:20 mark and not win a marathon,” said Event Director Peter Connerton. “But that just shows how deep the quality runs in our elite fields. Last year we had seven men break 2h:05m – a unique result in marathon history – so the athletes competing in Dubai know they have to be at their very best to get among the medals.”

The elite marathon athletes will get their race underway at 6am on January 25, five minutes after the wheelchair athletes take to the course. The mass marathon field will face the starting gun at 7am with the 10km Road Race beginning at 8.30am and the 4km Fun Run at 10.30am. Runners looking to register can still do so by visiting the official website www.dubaimarathon.org.

In addition to Standard Chartered as title sponsor, the Dubai Marathon is supported by the Dubai Sports Council, adidas, Dubai Eye 103.8FM, Aquafina and Gatorade, Dubai Holding, Dubai Police, Dubai Municipality and the RTA.

Reebok announces PureMove Bra

Reebok made waves in the sports bra industry today with the unveiling of the Reebok PureMove Bra: a first of its kind, technologically advanced sports bra that uniquely responds and adapts to movement to provide women with a customized amount of control and support, exactly where and when they need it.

For too long, consumer insights have identified frustrated female consumers who feel unsatisfied with their sports bra options, raising flags with alarming stats including one in five women are still avoiding exercise because they don’t have the right sports bra. Determined to change the status quo, Reebok embarked on a journey three years ago with one clear mission: change industry standards for the sports bra and reset the bar.  Now, just over forty years after the first sports bra came to market, Reebok is proud to debut a first of its kind product featuring the brand’s new proprietary Motion Sense Technology.

Reebok’s Motion Sense 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 contrastingly stiffens and solidifies when moving at higher velocities.  This fabric technology adapts and responds accordingly to the body’s shape, velocity of breast tissue, and both type and force of movement.  The end result gives wearers 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. To learn more on PureMove’s development click here.

“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, VP Performance Apparel at Reebok. “The release of PureMove marks the first step of a very exciting new era for us.”

Integral in PureMove’s three-year development process, was Reebok’s work in the lab, testing breast movement and product variations with the University of Delaware.  Here, the two joined forces and upped the ante on industry standards for breast biomechanics that would inform both PureMove’s final design and Reebok’s full sports bra collections for FW18 and beyond.  Until now, industry standards for breast biomechanics testing typically included an average of only two to four motion sensors on the chest area to track bounce and support, but Reebok and the University of Delaware utilized 54 unique motion sensors on this area during its rigorous testing process and used this data to ensure every detail was covered and accounted for in PureMove’s development.

The end result is a second-skin like design that creates a barely-there feel.  Key performance features of the PureMove Bra in addition to the reactive fabric technology include:

  • Breathable Perforations: Perforations in front and back to keep you cool and comfortable, no matter the physical activity.
  • Natural Shaping: Molded front panel and free cut edges for a minimalistic, second-skin fit so you can move freely without distractions.
  • Minimalist Construction: Comprised of only 7 unique pieces of fabric that mold to the body for a seamless fit.

“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.”

At launch, 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 PureMove Bra debut size range includes: XS, XS/S, S, S/M, M, M/L, L, L/XL, XL, XL/XXL, designed to help ensure a more tailored fit for wearers.

To celebrate one of Reebok’s most anticipated product launches in 2018, the PureMove Bra is brought to life through powerful campaign imagery featuring a team of Reebok’s most formidable female partners including Gal Gadot, Gigi Hadid and Nathalie Emmanuel.

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.  Additional sports bras from Reebok’s FW18 Hero Bra collection are available today at Reebok.com/HeroBraCollection.