Maidenform introduces its first sport collection

USA: Hanesbrands’ iconic intimate apparel brand Maidenform is introducing its first collection of sports bras with the launch of Maidenform Sport, available at Kohl’s. The new collection includes four performance bras designed with Maidenform brand’s signature shaping support, as well as one-size-fits-all microfiber thong and bikini silhouettes.

Sport styles are equipped with features such as secure zip closures, fully adjustable straps and double lined wings, making them versatile for different activity levels.

“We are excited about our sports collection, which will bring the same flattering shaping, fit and support that our loyal customers have relied on for years. We want to ensure that each woman has the support she needs for her on-the-go and active lifestyle,” said Vicki Seawright, General Manager – Maidenform.

Hanesbrands is one of the world’s largest underwear and activewear apparel manufacturers. It reported strong growth in the third quarter with an 11 per cent boom in its sales to US $ 1.76 billion as against US $ 1.59 billion in the corresponding quarter last year. Additionally, the owner of Maidenform is of the view that the new product line-up complements its activewear segment and will expand its reach to the outdoor athletic space which is further expected to grow in 2017, as customers are increasingly resorting to an athletic and active life.