Interview: Reebok VP On How The Brand Is Providing High-Impact Clothing For All Women

Interview: Reebok VP On How The Brand Is Providing High-Impact Clothing For All Women
Fashion & Apparel

Barbara Ebersberger, VP Performance Apparel at Reebok, shares with PSFK how the performance apparel brand is helping address an industry’s lack of sizing solutions while catering to the emotional appeal of its female users

Elisa Lewittes
  • 12 september 2018

The performance apparel industry has a sizing problem. A problem especially pronounced when it comes to meeting the sizing intricacies, complexities and needs of active women.

As Barbara Ebersberger, VP Performance Apparel at Reebok, puts it, it’s “a category that has dissatisfied consumers for far too long, lacking any true technological advancements.”

In an interview with PSFK, Ebersberger imparts insights on the recent launch of the PureMove Bra, which uses Reebok’s proprietary Motion Sense Technology, the name for a fabric it’s developed that reacts to a body’s movements and undulations, adapting and responding to the body’s contorting shape and velocity, and that allows its wearers to be as reactive as it is.

Most importantly, the bra debuted in a close-to-universal size range tailored to address long-standing consumer feedback composed of 10 unique sizes: XS, XS/S, S, S/M, M, M/L, L, L/XL, XL, XL/XXL.

PSFK: In many ways, wellness is the new luxury. Accordingly, along with its functional use, how does Reebok’s new sports bra provide consumers with a new mode of luxury? In other words, what emotional appeals does the Reebok PureMove Bra offer its customers?

Barbara Ebersberger: The feeling of absolute freedom to move in any shape or form—that’s what we wanted to achieve.

When creating the PureMove bra we wanted to give the wearer this “bare skin sensation,” being able to move without restrictions, without even noticing that you are wearing a bra. That’s also why we avoided having any adjusters or hooks on the bra, nothing should cause irritations.

The best bras are the ones that you don’t notice you are wearing so that you can focus on other things in life.

Besides the product’s convenience factor, what pain points does Reebok’s PureMove Bra resolve for a user’s everyday lifestyle?

The PureMove Bra is designed for all impact levels so is something you can put on and not worry about feeling uncomfortable in or not having enough support in, no matter where your workout or day may take you.  Its minimalist design and construction–made up of only seven pieces of fabric—means fewer seams and less friction that provides a second-skin like feel.

The bra is also offered in an expanded size range, from XS to XL/XXL, to provide a more tailored fit for wearers, which helps cater to those who find themselves in between standard sizing. The bra also features strategically placed perforations which allow for ventilation & breathability.

The wellness category now influences fashion and vice versa. Can you elaborate on how Reebok’s PureMove Bra will change a consumer’s relationship with the intersection of these two industries?

The combination of PureMove’s sleek, stealthy design with its customized levels of support and second-skin-like fit allows consumers to move seamlessly from their fitness activities into the rest of their day outside the gym. You want something that you put on in the morning and you feel safe and prepared for the rest of the day, not matter what comes up, whether it be shopping, groceries or chasing your kid through the playground.

Through product launches such as the PureMove bra, its revamped versions of its classic sneakers, and its upcoming collaborative line with Gigi Hadid, how is Reebok creating a unique consumer experience at the intersection of fashion, fitness, technology, and digital media?

It’s part of Reebok’s DNA to push boundaries and merge innovation in sport and fitness with style and fashion credibility—examples of this over the years range from the Pump to the introduction of the Freestyle, the first fitness shoe created specifically for women.

It’s something we always have put an emphasis on with our innovation and design teams and will continue to in the future.

Reebok

The performance apparel industry has a sizing problem. A problem especially pronounced when it comes to meeting the sizing intricacies, complexities and needs of active women.

As Barbara Ebersberger, VP Performance Apparel at Reebok, puts it, it’s “a category that has dissatisfied consumers for far too long, lacking any true technological advancements.”

+activewear
+apparel
+extended sizing
+fitness
+Luxury
+merchandising & curation
+performance apparel
+reebok
+sizing
+wellness
+women

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