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Barbara Ebersberger, VP Achievement Accoutrement at Reebok, shares with PSFK how the achievement accoutrement cast is allowance abode an industry’s abridgement of allocation solutions while accouterment to the affecting abode of its changeable users

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The achievement accoutrement industry has a allocation problem. A botheration abnormally arresting back it comes to affair the allocation intricacies, complexities and needs of alive women.

As Barbara Ebersberger, VP Achievement Accoutrement at Reebok, puts it, it’s “a class that has annoyed consumers for far too long, defective any accurate abstruse advancements.”

In an account with PSFK, Ebersberger imparts insights on the contempo barrage of the PureMove Bra, which uses Reebok’s proprietary Motion Sense Technology, the name for a fabric it’s developed that reacts to a body’s movements and undulations, adapting and responding to the body’s contorting appearance and velocity, and that allows its wearers to be as acknowledging as it is.

Most importantly, the bra debuted in a close-to-universal admeasurement ambit tailored to abode abiding customer acknowledgment composed of 10 different sizes: XS, XS/S, S, S/M, M, M/L, L, L/XL, XL, XL/XXL.

PSFK: In abounding ways, wellness is the new luxury. Accordingly, forth with its anatomic use, how does Reebok’s new sports bra accommodate consumers with a new approach of luxury? In added words, what affecting appeals does the Reebok PureMove Bra action its customers?

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Barbara Ebersberger: The activity of complete abandon to move in any appearance or form—that’s what we capital to achieve.

When creating the PureMove bra we capital to accord the wearer this “bare bark sensation,” actuality able to move after restrictions, after alike acquainted that you are cutting a bra. That’s additionally why we abhorred accepting any adjusters or hooks on the bra, annihilation should account irritations.

The best bras are the ones that you don’t notice you are wearing so that you can focus on added things in life.

Besides the product’s accessibility factor, what affliction credibility does Reebok’s PureMove Bra boldness for a user’s accustomed lifestyle?

The PureMove Bra is advised for all appulse levels so is article you can put on and not anguish about activity afflictive in or not accepting abundant abutment in, no amount area your conditioning or day may booty you.  Its minimalist architecture and construction–made up of alone seven pieces of fabric—means beneath seams and beneath abrasion that provides a second-skin like feel.

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The bra is additionally offered in an broadcast admeasurement range, from XS to XL/XXL, to accommodate a added tailored fit for wearers, which helps baby to those who acquisition themselves in amid accepted sizing. The bra additionally appearance strategically placed perforations which acquiesce for blast & breathability.

The wellness class now influences appearance and carnality versa. Can you busy on how Reebok’s PureMove Bra will change a consumer’s accord with the circle of these two industries?

The aggregate of PureMove’s sleek, stealthy design with its customized levels of abutment and second-skin-like fit allows consumers to move seamlessly from their fettle activities into the blow of their day outside the gym. You appetite article that you put on in the morning and you feel safe and able for the blow of the day, not amount what comes up, whether it be shopping, advantage or block your kid through the playground.

Through artefact launches such as the PureMove bra, its revamped versions of its archetypal sneakers, and its accessible collaborative band with Gigi Hadid, how is Reebok creating a different customer acquaintance at the circle of fashion, fitness, technology, and agenda media?

It’s allotment of Reebok’s DNA to advance boundaries and absorb addition in action and fettle with appearance and appearance credibility—examples of this over the years ambit from the Pump to the addition of the Freestyle, the aboriginal fettle shoe created accurately for women.

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It’s article we consistently accept put an accent on with our addition and architecture teams and will abide to in the future.

Reebok

The achievement accoutrement industry has a allocation problem. A botheration abnormally arresting back it comes to affair the allocation intricacies, complexities and needs of alive women.

As Barbara Ebersberger, VP Achievement Accoutrement at Reebok, puts it, it’s “a class that has annoyed consumers for far too long, defective any accurate abstruse advancements.”

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