Reebok’s PureMove Bra, a sports bra with proprietary motion sense technology fabric that is able to respond to movement where and when wearers need it, is the most successful online US apparel launch in the global fitness and lifestyle brand’s history. It has got six industry awards across the top fitness, lifestyle, technology, and consumer-focused media. Topping the list of honours 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 recognised 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 honour 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 honouring the Reebok PureMove Bra include nods by: Shape, SELF, Runner’s World and Women’s Healthii.
“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, PureMove Bra is expected to be available in additional colourways, new designs and an extended size range. For SS19, the PureMove Bra will be available in two new colourways – a cold grey and a bold teal colourway, Mineral Mist. The SS19 PureMove Bra will feature the same design and key attributes from the FW18 season, including breathable perforations, natural shaping, and minimalist construction.