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Under Armour Launches First Armour Bra

Editors worked up a sweat at the launch while wearing the new sports bra alongside three world class athletes.

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The fashion media got a good workout at a launch event Wednesday for the Armour Bra by Under Armour.

Staged at The Glass Houses overlooking the Hudson River, editors worked up a sweat while wearing the new sports bra alongside three world class athletes: Natasha Hastings, Olympic Gold Medal winner of the women’s 4-by-400 meter relay team at the 2008 Summer Olympics; Alicia Sacramone, a member of the Silver Medal-winning U.S. Olympic gymnastics team in 2008 and nine-medal winner of the World Championships, and tennis ace Sloane Stephens, winner of three Junior Grand Slam titles in 2010 at the U.S. Open,  the French Open and the Wimbledon Championships.

The workout was led by personal trainer to athletes and celebrities Gunnar Peterson.

Katie Cassidy of “Gossip Girl” also turned out for the event, stating she was a “big fan” of Under Armour.
“I love Under Armour. The colors are beautiful and I think the brand is very fashion-forward….I’m wearing the new bra and it feels amazing,” said Cassidy.

“Sometimes sportswear and activewear can be boring, but Under Armour does a great job of incorporating color into their line,” said Hastings. “That’s important because we as women don’t want to shy away from fashion.”

Sloane assessed the Armour Bra this way: “Some sports bras flatten you out. But this one is comfortable and loose feeling, not too tight. I would wear this bra even when I’m not playing tennis.”

Sacramone said she was pleased with another addition to the active collection — leotards.

“They did a line of leotards this year and I got to help design them. They’re very girly looking with the rhinestones and the spandex,” she said.

Sacramone added that “It’s OK to wear rhinestones [while competing] at the Olympics, as long as the rhinestones are sewn onto the garment.”

Meanwhile, Helena Kaylin, senior director of underwear at Under Armour, said this is the first high-impact sports bra for the brand.

“This is our pinnacle bra. It’s engineered for a range of activities from running to Pilates.…The internal construction of the bra reduces bounce,” explained Kaylin, whose intimates background includes Calvin Klein Underwear and Victoria’s Secret.

She pointed out several treatments that enhance the bra’s comfort level, such as gel-padded hook-and-eye closures at the back of the bra, and soft, bonded edges around the neckline and arm hole areas that protect against chafing.

Other details include:

• Power mesh under-arm extensions and back treatments for ventilation.

• Anatomical molded cups that are removable on the interior.

• An additional high-impact sling underneath each bra cup to the center for support.

• Armour Stretch technology for a customized fit.

Kaylin noted there are plans to patent a “navigation system” that makes the shopping experience easier.

“Bra cup sizes are 32A to 38DD and each cup size is color coded, like an A cup is yellow and a D cup is orange. It offers consumers the ease of shopping, especially at sporting goods stores,” said Kaylin.

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