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Reebok’s PureMove Bra disrupts the sportswear industry in debut season with its reactive technology

Available now in new colorways for SS19 on

National, May 2, 2019 – In September 2018, Reebok launched the PureMove Bra: a first-of-its-kind, technologically-advanced sports bra featuring proprietary Motion Sense Technology fabric that is able to respond to movement where and when wearers need it. 

Now, at the conclusion of its debut season, the PureMove Bra has not only become the most successful online U.S. apparel launch in the global fitness and lifestyle brand’s history, but it also has received an outstanding six prestigious industry awards across the top fitness, lifestyle, technology, and consumer-focused media. Topping the list of honors includes recognition by TIME as one of the “Best Inventions of 2018,” and by Popular Science as a “Best of What’s New 2018” award recipient; both marking the first time a bra of any kind has been recognized on either of these highly-esteemed annual lists.  Additional awards honoring the Reebok PureMove Bra include nods by: Shape, SELFRunner’s World and Women’s Health[i].

In 2019, consumers can expect to see the award-winning PureMove Bra in additional colorways, new designs and an extended size range. For SS19, the PureMove Bra will be available in two new colorways – a Cold Grey and a bold teal colorway.  Both products priced at INR 3999 are available for purchase online at, on E-commerce portals Myntra, Jabong and Flipkart and is retailed at Reebok FitHub stores.


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