Moving Comfort Launches Virtual Sports Bra Fitting Room Experience

Moving Comfort announced today the launch of its new website featuring an innovative virtual Sports Bra Fitting Room.
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Bothell, WA – April 25, 2011 – Moving Comfort, an industry leader in best-in-class sports bras and women's-specific performance apparel, announced today the launch of its new website featuring an innovative virtual Sports Bra Fitting Room. This announcement comes on the heels of data recently released by Leisure Trends Group Running RetailTRAK stating Moving Comfort maintained its strong No. 1 position in the sports bra category in the specialty running channel. Relative to same month sales in 2010, in February 2011 Moving Comfort posted a tremendous 8.5-point market share gain, taking the brand to 64.8 percent market share for that month in the specialty running channel.

“We believe that sports bras are an essential piece of equipment for active women, yet 8 out of 10 women are wearing the wrong size,” said Julie Baxter, vice president of Moving Comfort. “The proper fitting sports bra, designed for the appropriate activity, can make a big difference in your performance and how you feel during your workout. Our new virtual Sports Bra Fitting Room takes the guess work out of the fitting process and provides women with the information they need to make the best sports bra selection.”

The Sports Bra Fitting Room—the first of its kind—is a multi-media, user-friendly, online fitting experience. The Sports Bra Fitting Room is divided into four sections to guide women in finding the best fitting sports bra. Sections include:

- Sports Bra Finder: Women are lead through a step-by-step measuring process, all of which is accompanied by instructional videos. The Sports Bra Finder not only identifies the woman's size, it also offers suggested styles based on her activity.

- Expert Fit Tips: Identifies common fit issues and offers solutions for troubleshooting through the use of on-body images.

- Anatomy of a Bra: Women can learn about the various components in a Moving Comfort sports bra that work together to provide superior support and comfort.

- Care Instructions: Provides women with all the information they need to ensure they get the most out of her garment.

“The Sports Bra Fitting Room is our way of sharing the information that we have learned after more than twenty years of engineering sports bras,” added Baxter. “We were one of the first in this space and we have continued to stay ahead of the curve in innovation. Most recently, we opened a biomechanics lab at our headquarters in Bothell so we can scientifically evaluate our sports bras early in the design process.”

The new and improved Moving Comfort Web site launches April 26, 2011 with free shipping through May 31, 2011. To check out the site and experience The Sports Bra Fitting Room, visit www.movingcomfort.com.

About Moving Comfort
Established in 1977 with the first women's running short, Moving Comfort designs, develops, and delivers best-in-class sports bras and innovative fitness apparel that support, flatter, and inspire women to achieve their own unique personal bests. Headquartered in Bothell, Washington, Moving Comfort is a division of Brooks Sports, Inc. Visit www.movingcomfort.com for more information, and follow all brand updates on Twitter (@movingcomfort) and Facebook (/movingcomfort).


A Fit Woman is a Powerful Woman!®

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