adidas launches the new activewear line Formotion

adidas has created a new line of activewear designed to fit and support the female body, for all shapes or sizes. It's called Formotion, it's inspired by graded zonal compression shapewear and it's dedicated to all women who are looking for comfortable, high-performance clothing to wear when they work out, making them feel comfortable in every fitness session, from Pilates to HIIT gym workouts.

"When you’re wearing something you feel good in, you feel confident. - Said Josefine Aberg, vice president of design - Confidence to embrace movement has a profoundly positive impact on wellbeing. We want to make women feel secure and strong yet comfortable - liberated, rather than restricted, so we created a collection designed to give them confidence with every move, from deadlifting to dance. We do this to help her use sport to feel supported and confident, every day."

The team at adidas conducted multiple rounds of body mapping and research into what women worldwide, of all different shapes and sizes, ask their sportswear and the result is a super-inclusive collection including bras, pants, leggings and other pieces available in sizes from xxxs to 4xl. Each piece has a knit structure that gives maximum flexibility and features zoned compression in key spots where the female body needs more support to follow the movements, such as, for example, around the knees. In the composition of the collection stands out a special breathable fabric, called Aeroready, designed to keep the wearer dry and comfortable, but also a sustainable side given by Primegreen, a material with a minimum of 40% recycled material. 

The launch of Formotion is followed by Watch Us Move, a campaign featuring several female athletes, including Paralympic champion Denise Schindler, body positive yogi Jessamyn Stanley, dancer Minh-Thu Nguyen and soccer player Alisha Lehmann. In addition, adidas will introduce a new series of YouTube free fitness classes ranging from yoga to core workouts.

The Formotion line will be available for sale starting March 4th on adidas website and in select retailers.