Last week, Adidas unveiled the Don’t Rest Primeknit LUX’ bra. Created with Primeknit, adidas’ revolutionary knitting technology, it offers the ultimate freedom of movement for female athletes to train with zero distraction.
The adidas Primeknit bra Engineered for the Perfect Fit
Designed with a superior soft and absorbent nylon yarn that provides unparalleled comfort and cooling, the adidas Primeknit b
On the Primeknit fashion technology Clair Wallace, Design Director of Advanced Concepts and Global Brands at adidas said: “What makes the Don’t Rest Primeknit LUX bra unique is that we built the infrastructure of the bra from the inside out, based on insights from our female athletes around needing support and comfort in equal measure. The knit construction of Primeknit allows the bra to mirror every movement, enabling female athletes to train without any distractions.”
Co-created with adidas global network of female athletes, like LA dancer Mette Towley, who demonstrates the bra in motion in the campaign film, Wallace commented: “Women are no longer willing to sacrifice comfort and support during a performance, and they shouldn’t have to”. When it comes to their choice of hip hop dancer Towley, adidas stated that they chose her because she is an inspiration to the creators of Primeknit and represents the versatile needs the bra was created for.
The Don’t Rest Primeknit LUX bra, which launched alongside the Believe This Primeknit LUX Tight, is available now for purchase from adidas in-store and online.
Founding editor-in-chief of FashNerd.com, Muchaneta is currently one of the leading influencers writing about the merger of fashion with technology and wearable technology. She has also given talks at Premiere Vision, Munich Fabric Start and Pure London, to name a few. Besides working as a fashion innovation consultant for various fashion companies like LVMH Atelier, Muchaneta has also contributed to Vogue Business, is a senior contributor at The Interline and an associate lecturer at London College of Fashion, UAL.