Article originally appeared on WomensRunning.com.
Three years after setting out with the intention of creating a product that would shatter sports bra expectations everywhere, Reebok has finally unveiled the PureMove Bra, available starting August 17 for $60 on Reebok’s website and worldwide on August 30.
The PureMove Bra is notable for its use of Reebok’s proprietary Motion Sense Technology—but what’s even more notable is how exactly that technology manifests. The bra’s fabric is treated with shear thickening fluid (STF), a concoction that starts out as a gel-like liquid when not in motion and begins to harden once it starts moving. The idea behind a sports bra made with this technology is to provide women with what’s basically a customizable sports bra: something that molds to one’s body shape before a workout begins and stiffens to protect the chest once the athlete is in motion.
Reebok worked alongside a product development team at University of Delaware to study breast biomechanics and design a product that would adapt to the velocity and force of a body in motion, all with the intention of providing women with a new sports bra that would offer improvements on fit and support over other options currently on the market. During product testing, the development teams put 54 motion sensors to use (more than 10 times that of the industry standard for breast biomechanic testing), though the light weight of the product perhaps belies its years-long testing.
“Many would assume that the more support a sports bra gives would equate to the more fabric, straps or hooks it’s comprised of,” Reebok Senior Innovation Apparel Designer Danielle Witek said in an official press release. “However, by utilizing our Motion Sense Technology, PureMove’s design is quite deliberately the opposite. The minimalist design of the bra may seem deceiving when you first hold it, but you should not confuse this for lack of support or technology. Every single detail is intentional and directly informed by years of our testing and research.”
The PureMove Bra will be available in 10 sizes ranging from XS to XXL when it officially launches on August 17. Visit Reebok.com for additional product information.