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Press Releases

Handful™ Grabs SMACK! Media to Launch New Line of Sports Bras and Tanks Designed to “Flatter, Not Flatten®”

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(PORTLAND, OR—February 23, 2016)— Handful™, an active lifestyle company that creates sports bras and apparel designed to “flatter, not flatten®” has teamed up with SMACK! Media to launch their spring 2016 line of sports bras and tanks. Known for their bras that are attractive, versatile, and convenient, Handful caters across all sports and has introduced new prints in their best-selling adjustable Handful bra, alongside debuting a Y-Back Bra and a Scoop Tank.

Unmatched in its versatility, the Adjustable Handful Bra is now available in prints and colors that include ‘Tickled Pink,’ ‘Worth the Monet,’ ‘Booya Black,’ ‘Fifty Shades of Gunmetal Gray,’ ‘Twerkoise,’ and ‘No Headlights White.’ The Adjustable Bra features generously cut pad pockets and includes attractive removable pads that contour, conceal or enhance your shape. The versatile bra straps can be adjusted in 3 different ways, including straight, criss-cross, and halter, while strap length and support level can also be customized. The hidden pocket offers a convenient option for you to stash essentials such as a key or “on-the-run” fuel.

The new “Y-Back Bra” is a fixed strap style with no hardware. The unique crochet detail on the Y-Back makes this bra an ideal piece for both fitness and fashion that can be layered for workout and casual wear. It is available in both ‘Lavendare Ya’ and ‘Booya Black.’

Designed for women to change without changing, the front-to-back reversible Scoop Tank features a 2-in-1 design that will show off the Handful Bra to perfection whether you scoop in the front or show off your back. The tank has been said to “master the muffin top” as it sits low on the hips and loose around the waist as the ultimate versatile option from fitness to fashion. The stretchy and shimmery performance tank conveniently comes out of your gym bag or suitcase looking fabulous and is debuting in colors ‘Blue Your Mind’ and ‘Booya Black.’

Handful products are designed to “support women, no matter what life throws their way,” be it breast cancer or other obstacles. With this in mind, the bras allow for women with mastectomies to find the support and design features that are feminine and functional. 

“We created Handful to offer quality products that support what active women want – comfortable and flattering fitness pieces versatile enough to wear from workout to weekend,” said Jennifer Ferguson, Founder and CEO of Handful, Inc. “We are thrilled to join forces with SMACK! Media because they understand our mission and our audience. Eli from SMACK! has been wearing our bras for a few years and partnering with such a passionate team will allow for us to reach our goals in an authentic and meaningful way.”

Handful is committed to breast cancer awareness and finding a cure for breast cancer, so much that The Handful Bra is billed by select retailers such as “Just Like a Woman” as an approved mastectomy bra. The spring line is now available for purchase at and at specialty retailers.

About Handful™

Handful is a thriving business run by four women who share a passion for helping women everywhere lead lives that exceed their wildest dreams. We believe the world needs more dreamers and can-do spirits and a lot less negative, “no you can’t” messages. We’ve made it our mission to support women, no matter what life throws their way. 

About SMACK! Media

SMACK! Media is a boutique Marketing and Public Relation(ship)s® marketing agency that develops effective multi-dimensional brand strategy, creative development, public relations and social media campaigns, with a pinpoint focus on the sports, health and fitness markets. Our approach is grounded in inspiring and clear communication, strong relationships and a passion for execution. Make your brand stand out, give it a little SMACK! For more info, or to read about our services, visit: