Adidas launches new sports bra collection to better support women

Adidas has expanded its women's sportswear offering with its new "extensive" sports bra collection, aiming to cater to more bodies and workouts.

The sportswear retailer has re-engineered its entire sports bra portfolio, now hoping to provide bras with added comfort and better fit to allow more women to participate in sport.

Launching in-store and online worldwide from 14 February, the new collection features 43 new styles, in 72 sizes. Emphasised by Adidas, 90% of women aren’t wearing the right sports bra size and if breasts aren’t properly supported it can cause risk of breast pain and permanent breast tissue damage.

Created in partnership with the breast biomechanics research institute, University of Portsmouth, the collection has undergone extensive research, development and various testing stages.

Amy Charlton, Senior Director of Product at Adidas, said: “There is a sizeable data gap when it comes to sports bra development, so we worked with experts in breast health, University of Portsmouth, to challenge ourselves and drive forward our innovation to better meet the needs of our female athletic community.

“The wrong sports bra can have a serious impact on performance and efficiency. It was a significant undertaking with an all-female team of designers, testers and experts. We hope this collection will help more sports bra wearers experience the benefits of added support and a better fit, and not be held back when doing the sports they love.”