Champion Athleticwear is celebrating the 40th anniversary of the sports bra with a limited edition design. Before the sports bra, a lack of physical support was a barrier to female participation in athletic endeavors. Today’s sports bras allow women to increase the intensity of their workouts and sports activities, and Champion continues to innovate its product assortment to support any woman’s physical needs.
The sports bra was invented when two female runners sewed two jock straps together to fulfill a critical need. Branded Jogbra, it was marketed and sold in 1977, and in 1994 the company was rebranded as Champion. For four decades, Champion has led research and innovation in sports bra technologies. To mark the 40th milestone, Champion is producing an exclusive Champion-red color way of the Absolute Sport Bra, which includes a jock tag, inspired by the jock strap bra, on the back calling out the year 1977.
From the broad and diverse range of sports bra styles that Champion offers, the brand identified the Absolute Sports Bra to serve as the centerpiece for the 40th anniversary celebration, showcasing how far the brand has come since the original Jogbra in function and style.
“The sports bra changed the way women approached athletic activities, and we are proud to continue to play an important role in empowering women of every shape and size to confidently and competitively take their workouts to a new level with functionality and style,” said David Robertson , director of marketing for Champion Athleticwear. “The 40th Anniversary Sports Bra is no exception, and we’re excited to mark this moment in time with a limited edition piece designed to celebrate the continual evolution of a revolutionary product category for women.”
Truly innovative, the completely stitchless waistband on the Absolute Sports Bra pioneered Champion’s proprietary SmoothTec™ polymer technology, ensuring a comfortable, non-chafing wearing experience not previously available in a sports bra. A category favorite, it covers all of the important active lifestyle bases: unprecedented comfort, top-level technology, moderate support for various activities, and style and design for both everyday wearing occasions and high intensity workouts.
Champion continues to push every boundary to deliver exceptional problem-solving and on-trend products. The Champion Bra Lab is the only full-time, state-of-the-art biomechanics lab dedicated exclusively to sports bra research and development in the industry. No matter your shape, size or activity, Champion offers a sports bra to accommodate, with top-level technology, functionality, comfort and style.