Lezi zinkampani zenza ukuthenga kweBras Bras Suck Ngaphansi

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Sekuyiminyaka u-Rachel Ardise engumlandeli we-Lululemon efanayo egijima ama-tights ayigqoka ngokwenkolo. Umphathi wezobudlelwano bamakhasimende oneminyaka engama-28 wazi kahle ukuthi yiliphi iteki elifanele ukugawulwa kwemigwaqo amabanga amade elungiselela i-New York City Marathon-eyakhe yokuqala ngoNovemba. Kepha uma kukhulunywa ngemikhakha yezemidlalo? Akumnyama nokumhlophe.

“Nginohlaka oluncane kodwa nginesifuba esisindayo ngakho ukulinganisa kuhlala kuba yinkinga uma ngifuna ubhodisi ofanele wezemidlalo,” usho kanje. "Kunezinhlobo eziningi zemikhiqizo ehlukene enayo yonke imidwebo ehlukene namaphoyinti entengo ngakho-ke kungakhungathekisa ukuthola ukulingana okulungile. Uma ngabe 'abahle' bami beselondolo, kwesinye isikhathi kuyadumaza ukujima." (Okuhlobene: Okufanele Ukwazi Ngaphambi Kokuthenga IBra Yezemidlalo, Ngokuya Ngabantu Ababaklama)

Ngokuqinisekile u-Ardise akayedwa. Eqinisweni, cishe oyedwa kwabesifazane abahlanu uthi amabele abo abavimbela ukuba bahlanganyele emisebenzini yomzimba, ngokusho kocwaningo olushicilelwe ku Ijenali Yomsebenzi Womzimba Nezempilo. Ucwaningo lwabesifazane abangu-249 luthole ukuthi ukungakwazi ukuthola ubhodisi ofanele wezemidlalo kanye nokuba namahloni ngokunyakaza kwamabele kwakuyizithiyo ezimbili ezinkulu zokujuluka. Manje, imikhiqizo enamagama amakhulu inethemba lokushintsha indlela acabanga ngayo ngokuxhaswa.

Ngasekuqaleni kwaleli hlobo, uReebok ukhiphe iPureMove Bra equkethe ubuchwepheshe besimanje obuguquguqukayo ngokuya ngokuzivocavoca kwakho. Eqinisweni, ekuqaleni yathuthukiswa ukuthi isetshenziswe njengezikhali zomzimba zamavesti okuvimbela izinhlamvu kanye ne-NASA spacesuits. Isithombe salokhu: Ubhodisi unomuzwa oqinile ngesikhathi sokujima kwe-HIIT okuhlanganisa ama-Burpees nokugxuma kwebhokisi, bese uyakhululeka lapho wenzela okuthile okunomthelela ophansi, njenge-yoga noma i-Pilates. (Okuningi lapha: I-PureMove Sports Bra Adapts to Workout Yakho ngenkathi Uyigqoka) UReebok uphinde wabelana ngocwaningo oluthile oluthokozisayo: Amaphesenti angama-50 ezihloko zabo zokuhlolwa abhekana nobuhlungu besifuba njalo ngenkathi bezivocavoca-futhi okubi kakhulu, abesifazane abaningi bayazisola lapho imidlalo yabo oBras abalingani.

"Abesifazane bebelokhu benza ukuyekethisa uma kukhulunywa ngobhodisi wabo wezemidlalo," kusho uDanielle Witek, umqambi wezingubo eziphezulu emisha eReebok. "Abanye besifazane babelane ukuthi babegqoke amabhuleki ezemidlalo amaningi, kanti abanye bavuma ukuthi bathenga imishanguzo esezingeni eliphezulu noma eshibhile engasekeli, kuphela lapho babhekana nemiphumela yezinhlungu, ukungaphatheki kahle, noma ukwesekwa okungalungile okulandelayo."

I-Reebok akuyona inkampani yokuqala ukugxila kumabhodi ezemidlalo kusukela kamuva. Ngonyaka owedlule, ngemuva kweminyaka emibili yentuthuko, uLululemon wakhipha ubhodisi wabo wakwa-Enlite waba yimpi. Idalwe kusetshenziswa impendulo elusizo evela kwabesifazane abangu-1,000 +, ibra ifaka umklamo obushelelezi, ongenamthungo nezinkomishi ezakhelwe ngaphakathi ezithambisa ukuqhuma kwama-boobs maphakathi nomjuluko wakho.

Kulo nyaka inkampani iqhubekisela phambili izinto ngomshayeli wayo weSiginesha Movement Experience oholwa yithimba labo locwaningo nentuthuko, iWhitespace, lapho okuqala khona le nyanga, amakhasimende ezitolo ezithile angagxumela umshini wokunyathela esitolo bese efunda ngephethini yawo ehlukile yokunyakaza. Isebenzisa izinzwa, i-Lululemon ingakwazi ukulandelela ukuthi umzimba wekhasimende ngalinye uhamba kanjani, bese inikeza izincomo zomkhiqizo ezenziwe ngezifiso ukuze zivumelane nezidingo zabo.

"Uma sibheka phambili, ithimba leWhitespace lihlela futhi ukusebenzisa imininingwane eqoqiwe nemininingwane etholakele ukwazisa nokuvuselela imikhiqizo yesikhathi esizayo ukunikela ngezifiso eziphelele zezivakashi zethu," kusho uChantelle Murnaghan, umphathi wezokuqamba izinto eLululemon. (Okuhlobene: ULululemon Usanda Kuthula I-Bra-yabo Yansuku Zonke Yokuqala Futhi Kuzwakala Njengokugqoka Lutho)

Le mikhiqizo iyazi ukuthi ubhodisi wezemidlalo ofanele kungaba umehluko phakathi kokuzivocavoca umbulali futhi akukho ukuzivocavoca nhlobo. Ngenkathi uNike ekhipha i-FE / NOM Flyknit Bra maphakathi no-2017, inhloso yabo bekuwukugcina ngokunikeza abesifazane okuthile okubambe ukwakheka futhi kubagcine benethezekile -noma yimuphi umsebenzi.

"Lokhu kukhulu kunebra, empeleni," kusho uJanett Nichol, oyi-VP yezingubo ezintsha kwaNike ngesikhathi ekhishwa ngabezindaba ngaleso sikhathi. "Kumayelana nokudiliza imigoqo abesifazane ababhekana nayo kwezemidlalo nasempilweni."

Umbuzo uphakama: Yini elandelayo? Ukuqamba okusha okuqhubekayo, ngokuqinisekile. Ukugxila ekunethezekeni, ngokungangabazeki. Futhi-ke, ukulalela lokho abesifazane abafuna ngempela. “Sisenkathini yokuthuthukiswa kwabesifazane futhi kunendlala yemibono ezobungaza futhi eseke abesifazane,” kusho uWitek. "Sithemba ukubuyisela abesifazane isifiso sokubamba iqhaza kunoma yimuphi umsebenzi abawukhethayo. Wonke umuntu kunoma yibuphi usayizi, obambe iqhaza kunoma yiliphi izinga lomsebenzi, ufanelwe ukuba nomkhiqizo osebenza kahle kakhulu obavumela ukuthi bahambe ngendlela yabo ehlukile. "

Ngokuqondene no-Ardise, ekugcineni usitholile isitayela se-Under Armor esimxhasa ngakho konke kusuka ngoLwesibili wangaphambi kokusebenza u-5K kuze kube yimigijimo yakhe yangoMgqibelo. (Waze wayithenga ngemibala ehlukene eyisithupha).

"Ngenze yonke inhlobo yokuhlaziya ukugijima ukuqinisekisa ukuthi nginezicathulo ezifanele zokugijima, kungani kufanele ibra yezemidlalo yehluke?" uyabuza. "Ngizizwa nginenhlanhla ngokuthi ngithole eyodwa engilinganayo futhi ezizwa ingifanele."

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