The brand developed the new proprietary fabric after years of research. Plus, it comes in 10 different sizes!
Activewear companies are using technology now more than ever to change the game when it comes to sports bras. Last year Nike came out with its seamless Flyknit bra, and Lululemon released the Enlite sports bra that was two years in the making. Now, Reebok is rolling out their latest innovation with the PureMove Bra, a design that took them three years to perfect.
Through the brand's partnership with the University of Delaware, they developed a proprietary fabric that's unique to the bra, which is designed to respond to your every movement. The fabric is treated with sheer thickening fluid (STF), a gel substance that takes on a liquid form but solidifies when moving at higher velocities. The faster you move, the more support you'll get, so the bra basically transitions itself to meet your low- or high-intensity workout needs. (Related: These Sports Bras Have Healing Crystals Tucked Inside to Boost Your Workout)
At the same time, it doesn't have a ton of conspicuous bells and whistles. "Many would assume that the more support a sports bra gives would equate to the more fabric, straps or hooks it's comprised of," said Danielle Witek, senior innovation apparel designer at Reebok, in a press release. "However, by utilizing our Motion Sense Technology, PureMove's design is quite deliberately the opposite." Translation: It's comfortable and has a simple, lightweight design that will go with any workout look.
For the launch, Reebok brought back some of its heavy hitters to model the PureMove. Gal Gadot, Gigi Hadid, and Nathalie Emmanuel can all be seen sporting the bra in the launch campaign. (Related: Gigi Hadid Is the New Badass Face of Reebok's #PerfectNever Campaign). (And to launch their new colorway, a bright red/orange, they tapped actresses and brand ambassadors Nina Dobrev and Danai Gurira.)
The PureMove Bra is available for $60 at reebok.com and in-store Reebok retailers. Best part? It's available in 10 sizes (XS and up) so not only will you be able to wear it for basically any workout, but it will fit as if it were made for you.