Reebok’s PureMove Bra emerges as the most awarded sports bra of 2018

PureMove Bra

Reebok’s PureMove Bra disrupts the sportswear industry in debut season with its reactive technology.

Reebok Bra

In August 2018, Reebok released the PureMove Bra: a first-of-its-kind, technologically-advanced sports bra featuring proprietary Motion Sense Technology fabric that is able to respond to movement where and when wearers need it.

Now, at the conclusion of its debut season, the PureMove Bra has not only become the most successful online U.S. apparel launch in the global fitness and lifestyle brand’s history, but it also has received an outstanding six prestigious industry awards across the top fitness, lifestyle, technology, and consumer-focused media. Topping the list of honors includes recognition by TIME as one of the “Best Inventions of 2018,” and by Popular Science as a “Best of What’s New 2018” award recipient; both marking the first time a bra of any kind has been recognized on either of these highly-esteemed annual lists.  Speaking to this year’s list of BOWN award winners, including Reebok’s PureMove Bra, Popular Science Editor-in-Chief Joe Brown said, “The Best of What’s New Awards allow us the chance to examine and honor the best innovations of the year.  This collection shapes our future, helps us be more efficient, keeps us healthy and safe, and lets us have some fun along the way.”

Additional awards honoring the Reebok PureMove Bra include nods by: Shape, SELF, Runner’s World and Women’s Health.

“We couldn’t have asked for better consumer feedback and industry validation for PureMove and our new Motion Sense Technology in its debut season.  There was a clear need for innovation and advancement for the sports bra and we are so proud to have delivered a product that we feel has set a new bar across the category,” says Barbara Ebersberger, VP Performance Apparel at Reebok.  “However, our work here is not done.  We’ve always been clear that the debut release of PureMove was just the first chapter to a much bigger story and we are excited to build upon this foundation in future seasons and continue innovating for her.”

In 2019, consumers can expect to see the award-winning PureMove Bra in additional colorways, new designs and an extended size range. For SS19, the PureMove Bra will be available in two new colorways – a Cold Grey dropping February 1st and a bold teal colorway, Mineral Mist dropping April 1st.

Both products will be available in PureMove’s current offering of 10 unique sizes ranging from XS to XL/XXL for $60 on  www.reebok.com/us/puremove_bra and select retailers worldwide.  The SS19 PureMove Bra will feature the same design and key attributes from the FW18 season, including:

1. Breathable Perforations: Perforations in front and back to keep you cool and comfortable, no matter the physical activity.

2. Natural Shaping: Molded front panel and free cut edges for a minimalistic, second-skin fit so you can move freely without distractions.

3. Minimalist Construction: Comprised of only 7 unique pieces of fabric that result in a seamless fit.

Last year, the Reebok PureMove Bra was honored by TIME, Popular Science and more  and can be availed now in different colorways for Spring Summer 2019 available on Reebok.com.




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