A Smarter Sports Bra

Sports bras are hard to get right, often trading substance for style or skimping on support. So Reebok designer Danielle Witek, who had experienced this struggle herself, decided to create a better one. The result: Reebok’s PureMove ($60), which uses motion-sensing technology to adapt to a woman’s movements in real time. When vigorous motion strains the bra’s knit fabric, a gel-like thickening fluid activates and causes the garment to constrict and offer extra support. During periods of light activity or rest, the fabric stretches back out for a comfortable, breathable fit. Now Reebok says the bra, which launched in August and quickly began resonating with consumers, is the brand’s most successful online apparel launch of all time. As for Witek? “I’ve gotten rid of all those old bras,” she says. —Jamie Ducharme