Moving Comfort Brings Beautiful Sophistication to Sports Bras with the Introduction of FineForm for Fall/Winter 2014

Seattle, Wash. – January 9, 2014 – Moving Comfort, industry leader in sports bras and women’s fitness apparel, considers sports bras to be the most personal and essential piece of gear for active women. The brand takes sports bra design very seriously as reflected by their impressive 78 percent market share in the specialty running retail channel (Leisure Trends Group Running RetailTRAK). For Fall/Winter 2014, Moving Comfort introduces the beautifully sophisticated FineForm with a dramatic multi-strap back that converts from open-back to racerback in seconds.

The introduction of FineForm is part of the sports bra strategy Moving Comfort unveiled earlier this year. Breaking from industry standard, Moving Comfort is changing the way women shop and talk about sports bras—taking the conversation beyond the traditional high, medium, and low impact categories and moving the conversation to Secure, Stabilize, and Control. FineForm, a fashion-forward style that hugs the body and allows full-range of motion, falls into the brand’s expanding Secure collection.

“We understand that women seek out variety in their workout routines and need their sports bras to keep pace,” says Heather Cvitkovic, Senior Product Line Manager, Moving Comfort. “Our three collections capture distinct, sought-after experiences, giving women a full spectrum of fit, features, support, and comfort to meet her individual needs and preferences.”

FineForm’s straps utilize Moving Comfort’s innovative DriLayer® Adapt, offering unsurpassed stretch and 100 percent recovery. Plus, the unique convertible back straps enable customized adjustability. The bra embodies sleek design while providing great shape and unmatched comfort.

Features include:
· Moderate-contoured unicup design
· Bonded neckline, straps, armholes, and back
· DriLayer® Adapt straps that stretch for a personalized fit
· Back J-hook that secures straps together to create a racerback
· Soft, brushed bottom band that stretches for a personalized fit
· Adjustable, soft-padded back closure
· Encapsulation
· Sizes: A/B XS-XL; C/D XS-XL
· Colors: Punch/Black, Gem/Black, Crush/Black, Black/Powerpink
· MSRP: $50

About Moving Comfort
Moving Comfort adds a lift to every woman’s workout with sports bras and fitness apparel that deliver performance and style wherever life takes her. Established in 1977 with the first women’s-specific running short, Moving Comfort nurtures the belief that A Fit Woman is a Powerful Woman®. The company is headquartered in Seattle, Washington and is a division of Brooks Sports, Inc. Visit www.movingcomfort.com for more information, and follow all brand updates on Twitter (@movingcomfort) and Facebook (www.facebook.com/movingcomfort).