adidas launches Watch Us Move initiative designed for women

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adidas has launched a new long-term initiative called Watch Us Move, which is focused on supporting and celebrating all women in sport.

As part of the campaign, adidas will be pushing boundaries and releasing product innovations throughout this year and beyond that are informed directly by insights gained from extensive listening and research. This exercise shed light on some of the barriers women face to movement.

The campaign kicks off with Formotion, a line of compression activewear consisting of leggings, sports bras, tights, tops, and swimwear.

The Formotion collection was developed by an all-female design team to deliver maximum support, while offering a comfortable fit that works seamlessly with the body in motion. Data was conducted through body mapping and motion research.

The activewear collection uses engineered knit technology crafted to the female body, with strategic placements of compression zones of varying intensities around the waist and hips to sculpt and support a woman’s body.

Meanwhile, high-stretch knit fabric are used around the legs and calves to allow freedom to move without restraint in high-impact conditions.

The Formotion collection is available worldwide beginning March 4. The collection features adidas’ quick-dry Aeroready fabric, which keeps athletes feeling dry and comfortable, and PRIMEGREEN, a series of high-performance recycled materials using a minimum of 40% recycled content.

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