Most decision-makers in sport think girls and women would benefit from learning about sports bra design, fit and support. Less than 1% offer this education.
Articles on Sportswear
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Skorts were once truly progressive. Their role in contemporary society, however, is a bit more complicated.
The clothes tennis stars wear are much more than fashion.
As sneakers have gone from sportswear to fashion item, the market for the shoe has exploded.
The meeting of canvas and rubber that began in the 1830s still inspires crowds to queue for the latest pair. Sneakers are now big business and high fashion.
Companies tie their flag to a social movement or political moment because they think there’s money in it. But if it helps change the world a little, that’s fine too.
World Cup jerseys have to please players, national officials, FIFA rulemakers and – perhaps most importantly – fans who buy them to show support for their teams.
No longer in fanciful coats or button-down shirts with neckties, Olympians compete in uniforms specially designed and engineered for maximum performance.
From the sounds of some brands’ marketing, you may be forgiven for believing that bespoke shoes are just a footstep away.
While getting more women to take part in sport is a laudable achievement, it would be better if the campaign also helped free them from the objectification of the dominant male gaze.
Sell-out product ‘drops’ are the new way that brands get millennials hooked on their goods.
Sports bras can help elite athletes compete to their best, but also should be considered as an important piece of kit by all women who exercise.
Top contributors
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Director & Associate Professor of Sports Product Design, University of Oregon
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Director, Master of Business Administration Program (MBA); Co-Director, Better Consumption Lab, Deakin University
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PhD Candidate, RMIT University
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Professor of Operations and Supply Chain Management, City St George's, University of London
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Professor of AfroEurasian Sport, EM Lyon Business School
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Principal Lecturer in Biomechanics, University of Portsmouth
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Honorary Research Fellow, School of Design, University of Technology Sydney
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Associate Professor in Fashion and Material Culture, Nottingham Trent University
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Senior Lecturer and Program Manager, Bachelor of Fashion (Enterprise) program, RMIT University
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Researcher and Lecturer in Sociology, Western Sydney University
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Professor and Susan Alberti Women in Sport Chair, Victoria University
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Postdoctoral Research Fellow (Women and Girls in Sport), Victoria University
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Associate Director, Global Board Centre, International Institute for Management Development (IMD)
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Researcher and Senior Lecturer, University of Wollongong, APA Sports Physiotherapist, University of Wollongong