Issue link: https://viewer.e-digitaledition.com/i/1497771
Why is a sports bra such an important part of a workout wardrobe? Wearing a properly fitting sports bra during high impact activities is crucial, not only for op- timal comfort but for protection against painful breast movement and over-stretching of delicate connective breast tissue. "For women of all shapes and sizes, when breasts are poorly supported, they can move up-and-down and side-to-side up to 3 1⁄2 inches per high impact step," explains Joy Haizen, managing director, Anita USA. is can cause not only discomfort, but also ligament damage. Wearing a supportive sports bra can reduce high impact breast movement up to 78%. "e importance of a properly fitting sports bra can't be over emphasized," she notes. Consumers also benefit from having a sports bra that is "distraction free," says Molly Hanks Doyle, merchandising manager at Title Nine. "You want to make sure it's comfortable and make sure you don't have straps digging in or cutting in." What are some basic tips for consumers in selecting the right sports bra? Make sure it fits properly and select a bra based on what activities it will be used for. "You don't want to wear a low impact yoga bra for running or vice versa," says Hanks Doyle. "A heavy-duty running bra can be too much for yoga — then maybe you're not breathing well because of it, or you're distracted because you're not comfortable. Knowing what you're using it for is important." She adds, "With a sports bra you want to have a good firm fit. Getting a proper fit from the band around the rib cage is key. So, ask the consumer 'let's find out your size and then tell me what you're doing in it.' Start there." Factors such as body volume, breast shape, tissue density, and the spacing of the breasts on the chest wall can all impact what size bra works best for a person. "ese are some of the reasons why fitting is such an important experience in finding 38 • May/June 2023 sportstyle • sportstylemag.com Expert advice from the brand and retail side. RUNNING / SPORTS BRAS THE ART OF SELLING SPORTS BRAS Molly Hanks Doyle, merchandising manager at Title Nine, and Joy Haizen, managing director, Anita USA, share their insights on the sports bra category. Anita Active Performance Sports Bra #5566.