BRA–VO (continued) lining, the adjustable length straps offer personalized support while the pad and stash pockets are an added plus. Bonus: An inside security clip keeps the front closed and makes the Closer bra a girl’s BFF. Author’s Insight: The spirited ladies at Handful design sports bra to cater to every woman’s lifestyle and their designs run the gamut from playful and relaxed to supportive and secure. And their commitment to women goes beyond righton product — not only do they donate a percentage of sales to the Young Survival Coalition, which helps young women diagnosed with breast cancer, they also give lifetime discounts to breast cancer survivors as part of their Breast Friend Forever program. n Handful’s mantra is to support women on their runs and in their causes with a combination of playful and secure product.
Adidas Goes Naked To Promote Its Bras Well, this really gets to the heart of the matter when selling sports bras. In a controversial but apparently effective effort to draw attention to a new sports bra line, Adidas doesn’t show its bras at all — rather, it tweeted a photo grid of 25 pairs of bare breasts. Obviously since it could not run such an ad on regular TV or in a magazine (including Running Insight), the brand posted the ad to its Twitter page here. The link does eventually connect to the bra collection with the tagline “#SupportisEverything.” “We believe women’s breasts in all shapes and sizes deserve support and comfort,” Adidas says in the campaign. “Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.” In a statement to CNN Business, Adidas said, “A sports bra is the single most impor tant piece of workout 46
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apparel for those with breasts.” “The confidence and support it gives can have a significant impact on someone’s performance and ability to stick with sport.
“The gallery was designed to show just how diverse breasts are, featuring different shapes and sizes that highlight why tailored support is paramount,” the statement concluded.
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