Why This Ingenious New Sports Bra Is the "First of Its Kind"
Reebok wants you to know something about its new sports bra: It's not like any other version in your top drawer. The brand describes its PureMove Bra as "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." Translation: It's going to be the best new sports bra you own.
The fabric of the bra incorporates Reebok's new Motion Sense Technology, which smartly adapts to your body and movement. The 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," per a press release.
Reebok senior innovation apparel designer Danielle Witek also explained that more support does not have to equal more fabric. In fact, it's the opposite: The bra's minimalist design is one of its strengths, offering support without added bulk. Intrigued? The PureMove Bra officially launches on August 17 for $60 on Reebok's website, but we have an early look at the design before it launches, courtesy of Gigi Hadid, Gal Gadot, Nathalie Emmanuel, and others.
Erin got her start as a Who What Wear intern over 12 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of senior news editor (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.
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