Fashion

Gigi Hadid Introduces Reebok's New PureMove Sports Bra

The first sports bra equipped with motion sense technology.

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1,683 Hypes

Gigi Hadid Introduces Reebok's New PureMove Sports Bra

The first sports bra equipped with motion sense technology.

Reebok has tapped Gigi Hadid and Game of ThronesNathalie Emmanuel to introduce its new PureMove sports bra. The bra is outfitted with motion sense technology to provide custom support and control.

Using a new performance fabric called STF (Sheet Thickening Fluid) the Reebok team was able to make the bra adapt to the body’s shape and the movement of breast tissue. The PureMove bra can also endure high impact movements without stretching or causing friction. VP of performance apparel at Reebok Barbara Ebersberger shares the process to creating the new item:

“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. The release of PureMove marks the first step of a very exciting new era for us.”

After three years of development the PureMove bra will hit the market later this month. It will be debuted in an extended range of unique sizes for those in between standard industry measurements. The line will go from XS to XXL ensuring a comfortable fit for women of all shapes. On August 17, shoppers will be able to pick one up exclusively from Reebok.com for $60 USD. Select stockists and stores will received a haul on August 30.

Take a look at Hadid and Emmanuel in the PureMove sports bra above.

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