Nike Akusintha Masewera Amasewera ndikukulitsa Kukula kwawo

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Sizachilendo masiku ano kuwona mayi akuchita masewera olimbitsa thupi a yoga kapena gulu la nkhonya mumasewera amasewera okha. Koma kubwerera ku 1999, wosewera mpira Brandi Chastain adalemba mbiri atalemba chigonjetso mu World Cup ya Women ndikum'vula malaya pokondwerera zolinga. Mukamphindi, masewero amasewera adakhala chizindikiro chatsopano champhamvu ndikudzipereka pantchito yolimbika. (Zogwirizana: Makampani Awa Akugula Masitolo a Sports Bra Suck Pang'ono)

“Braa yomwe ndidavalayo inali isanabwere pamsika,” adatero Chastain pokhazikitsa kampeni yatsopano ya Nike, Just Do It. "Nthawi yopuma pa nthawi yamasewera, ndimasintha ndikuyika ina yowuma kuti ndithandizire. Kalelo, bra yamasewera sinali gawo la yunifolomu. Kalelo, munali ndi malaya, masokosi, ndi akabudula. Lero? Ichi ndi chida chapadera chomwe chili chofunikira komanso chofunikira kwa amayi."

Chastain ali ndi mfundo: Zambiri zasintha kuyambira pomwe masewera oyambira otchedwa Jockbra adayamba kumapeto kwa ma 1970. Masiku ano, malonda a bra zamasewera akula ndi 20 peresenti pachaka mpaka pafupifupi $ 3.5 biliyoni ku United States mu 2016, malinga ndi kafukufuku wa A.T. Kearney. Zomwe sizodabwitsa chifukwa chake mayina akuluakulu monga Nike akukonzanso kudzipereka kwawo m'gululi ndikubweretsa amayi kulikonse komwe ali oyenerera komanso otonthoza. Momwemo, kuwonjezera pa kuwonekera koyamba kugululi, chochitikacho chidakhala ngati nsanja yosonkhanitsira othamanga aakazi 28 oyipa kwambiri kunja uko (ganizirani: Simone Biles ndi mtsogoleri wapano wa mpira, Alex Morgan) ngati chizindikiro cha kudzipereka kwake kopitilira kuthandizira. dona ankhondo a mikwingwirima yonse, kulikonse.

Mtunduwu posachedwapa udalengeza zosonkhanitsira zomwe zikubwera mu Spring/Summer 2019, zomwe zikuphatikiza masitayilo 57 ochititsa chidwi pamagawo atatu othandizira mpaka 44G, kuphatikizanso pali zatsopano ndi zida 12 zosiyanasiyana.

Choyamba: zosintha ku FE / NOM Flyknit bra, yomwe idayamba koyamba mu 2017 ndipo iperekedwa kwa osewera pa World Cup ya Women chilimwechi. Wopangidwa ndi ulusi wofewa kwambiri wa spandex-nylon, ulusi wa Flyknit ndi wopepuka ndi 30% kuposa mitundu ina yonse ya chizindikirocho ndipo adapangidwa kuti agwirizane ndi thupi kuti atonthozedwe, atagwira atsikana m'malo opanda elastics owonjezera kapena underwire. Ndiwopangidwa ndi maola opitilira 600 akuyezetsa mwamphamvu kwa biometric komwe kudatengera zinthu za Flyknit, zomwe zidangogwiritsidwa ntchito popanga nsapato zapamwamba, kupita kuthupi. (Zogwirizana: Zomwe Muyenera Kudziwa Musanagule Sports Bra, Malinga ndi People Who Design Them)

Komanso mu kusakaniza: Motion Adapt 2.0, yomwe imagwiritsa ntchito thovu ndi polima kuphatikiza komwe kumatambasula ndi wovala potengera kulimba kwa kulimbitsa thupi kwake, ndi Bold Bra, yopangidwa ndi kuponderezana koyenera komanso zolimba zolimbitsa ndikumverera thandizo la max. Yotsirizira kukhala bulasi yomwe imabwera mosiyanasiyana kwambiri. Ma bras atatu onsewa ndi gawo limodzi loyeserera kampani kuti akwaniritse azimayi amitundu yonse, makulidwe, matupi olimba, ndi zokonda.

"Zokonda ndiye chilichonse," atero a Nicole Rendone, director director a ma bras azimayi. "Mtundu wa thupi lanu, kukula kwa thupi lanu, ndi umunthu wanu zimapangitsa kusiyana koteroko-chitonthozo ndi chachikulu. Ndipo chomwe chitonthozo chimatanthauza kwa mkazi mmodzi chiri chosiyana kwambiri ndi chomwe chitonthozo chimatanthauza kwa mkazi wina."

Kafukufuku akuwonetsa kuti mayi m'modzi mwa akazi asanu akuti mabere awo amawateteza kuti azichita masewera olimbitsa thupi. Kafukufuku wa azimayi 249 adapeza kuti kulephera kupeza kamisolo koyenera komanso kuchita manyazi ndi kuyenda kwa mawere ndi zomwe zidalepheretsa kutuluka thukuta.

"Anthu amabwera ku Nike kuti adzagwire bwino ntchito," akutero Rendone. "Tikufuna kumupatsa chisankho cholemera chomwe chimawuma mwachangu komanso chothandizidwa kwambiri ndi chocheperako. Nike ikugwira ntchito yomanga muzinthu zomwe mukufuna mu bra yokhala ndi zododometsa ziro. Mabotolo awa ndi omwe amachita momwe mumafunira komanso kuwafuna."

Nanga chotsatira nchiyani? Rendone akuyamba kulankhula za maonekedwe osinthidwa ndi kukula kwake. "Tili ndi mafashoni ambiri kuposa kale lonse," akutero. "Ndipo pali kukula kwake. Tikugwira ntchito kupitirira 44G. Ndikhulupirireni, pali ndithudi kupitirira." (Onani zambiri za zovala zabwino kwambiri zophatikizirapo.)

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