RHEON LABS® and adidas Unveil TECHFIT CONTROL BRA
adidas launches a look at its new TECHFIT CONTROL BRA which is engineered in collaboration with RHEON LABS®. This breaches into new technological advancements when it comes in the realm of performance support. The bra is made using RHEON LABS®'s reactive superpolymer. This material adapts to seamlessly support the breast during high-intensity workouts whilst maximizing their running performance.
To conduct more research around the design, adidas and RHEON LABS® worked closely with Joanna Wakefield-Scurr, professor of Biomechanics at the University of Portsmouth. The research findings showed that poor breast support causes the entire body to make up for the movement. Notably, this is not the first time that adidas has worked with RHEON LABS®. The two first joined forces in March 2023 to launch a TechFit Control capsule, followed by a running collection in September 2023. Now, the TECHFIT CONTROL BRA along with other kits will be prominent at Paris 2024 Olympics. The bra is now available to shop online with size options from 32A,B to 48E,G.
Olga Kravchenko, Head of Design at RHEON LABS® speaks about the design, stating “In sport, everybody should feel inspired by what their bodies can achieve but women’s needs are historically underserved when it comes to sportswear designed to support the female form. Sports bras are a foundational piece of kit, but research into the category uncovered vast dissatisfaction from women who weren’t being properly supported. This is where RHEON LABS® comes in. The RHEON™ strips adapt to support the breast in high-intensity movements, to give women the support they need, when they need it most. Our mission was simple - we want to empower more women to experience sport without restraint.”
Image Credit: RHEON LABS
To conduct more research around the design, adidas and RHEON LABS® worked closely with Joanna Wakefield-Scurr, professor of Biomechanics at the University of Portsmouth. The research findings showed that poor breast support causes the entire body to make up for the movement. Notably, this is not the first time that adidas has worked with RHEON LABS®. The two first joined forces in March 2023 to launch a TechFit Control capsule, followed by a running collection in September 2023. Now, the TECHFIT CONTROL BRA along with other kits will be prominent at Paris 2024 Olympics. The bra is now available to shop online with size options from 32A,B to 48E,G.
Olga Kravchenko, Head of Design at RHEON LABS® speaks about the design, stating “In sport, everybody should feel inspired by what their bodies can achieve but women’s needs are historically underserved when it comes to sportswear designed to support the female form. Sports bras are a foundational piece of kit, but research into the category uncovered vast dissatisfaction from women who weren’t being properly supported. This is where RHEON LABS® comes in. The RHEON™ strips adapt to support the breast in high-intensity movements, to give women the support they need, when they need it most. Our mission was simple - we want to empower more women to experience sport without restraint.”
Image Credit: RHEON LABS
Trend Themes
1. Reactive Superpolymer Materials - Incorporating superpolymer materials to seamlessly support the breast during high-intensity workouts.
2. Performance-enhancing Sports Bras - Developing sports bras that maximize running performance through advanced design.
3. Female-focused Sportswear Innovation - Advancing female-focused sportswear designs to better support women during physical activities.
Industry Implications
1. Sportswear Design - Opportunity for sportswear designers to integrate reactive superpolymer materials for enhanced performance support.
2. Biomechanics Research - Potential for biomechanics researchers to explore the impact of performance-enhancing sports bras on body movement.
3. Innovative Textile Manufacturing - Chance for textile manufacturers to revolutionize female-focused sportswear with new materials and designs.
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