Seattle, WA – January 15, 2013 – Moving Comfort continues to lead the sports bra market in innovation and quality. Heading into 2013, Moving Comfort’s dominance translates to 72% market share in the sports bra category at running specialty stores (Source: Leisure Trends Group, Boulder CO, Run Specialty RetailTRAK). For Fall/Winter 2013, Moving Comfort takes Maia, one of the brand’s best-selling sports bras, and updates her to deliver greater support, enhanced comfort, and a more modern aesthetic.
“A remarkable sports bra can be the catalyst for women to pursue an active lifestyle once thought impossible,” said Julie Baxter, vice president of Moving Comfort. “This is especially true for well-endowed women. While Maia has always been a top-performing, full-coverage, underwire sports bra for full-busted women, our work in our biomechanics lab has led to fantastic innovations and discoveries that begged us to take a fresh look at her.”
Utilizing Moving Comfort’s successful testing approach, the new Maia was wear tested by over fifty dedicated Maia customers, and simultaneously scrutinized in the brand’s in-house biomechanics lab. The result? An improved, high-impact sports bra for full-busted women that not only performs in the lab, but gets rave reviews from women across the country who put Maia through the paces.
The new Maia offers a unique 2-in-1 support system, combining an inner underwire bra for separation and an outer compressive shell. Key to the redesign is the new shell fabric made from DryLayer® Power. It offers superior support and compression while delivering moisture-wicking comfort. The back-adjustable straps now feature gel padding for supreme comfort, while the redesigned style lines offer a sleek silhouette with under-bust shaping.
The new Maia, available in stores July 2013, will retail for $56 in colors Velvet (pictured), White, and Black (32-44 C-E).
About Moving Comfort
Moving Comfort was established in 1977 with $75, a sewing machine and a desire to create the first pair of running shorts just for a woman. Ever since, Moving Comfort has been a trusted leader in the women’s fitness apparel and sports bra market, creating a full range of styles for the track, studio, gym and all those casual stops in between. All Moving Comfort workout gear is designed for high performance, with spirited style, and is “girlfriend tested, lab approved™.” Moving Comfort is a women-powered company headquartered in Bothell, Wash., and a division of Brooks Sports, Inc.