Maidenform Breaks into Active with Its First-Ever Sport Collection

WINSTON-SALEM, N.C.–(BUSINESS WIRE)–Maidenform, the iconic intimate apparel brand, is introducing its
first collection of sports bras with the launch of Maidenform Sport,
available at Kohl’s. The new collection includes four performance bras
designed with Maidenform brand’s signature shaping support, as
well as one-size-fits-all microfiber thong and bikini silhouettes. Each
of these styles are made to flatter every woman’s shape by providing the
perfect combination of versatility and support.

Modeled off of the bestselling Maidenform bras, the Sport styles
are equipped with features such as Secure Zip closures, fully
adjustable straps and double lined wings, making them versatile for
different activity levels and occasions. Performance features include
moisture wicking technology and motion control to minimize bounce. The
collection will be available in multiple fashion colorways and patterns
to coordinate with both the thong and bikini styles. This collection
complements the modern, sexy, and stylish personality the Maidenform
brand represents.

“We are excited about our Sport collection, which will bring the same
flattering shaping, fit and support that our loyal customers have relied
on for years,” said Vicki Seawright, vice-president/general manager Maidenform.
“We want to ensure that each woman has the support she needs for her
on-the-go and active lifestyle.”

The Sport bra styles include the Sport Convertible Wirefree in sizes
34-36A; 34-40B, C; 34-38D, DD; Sport Secure Zip Front Underwire
Racerback: Sizes 34-38B; 34-40C, D; 34-38DD; Sport Ultimate Underwire
Bra: Sizes 34-36A, 34-38B, C, D, DD; Sport Custom Lift Underwire
Bra: Sizes 34-36A; 34-38B, C, D & DD. All styles are offered in the
following colors and prints; White, Black, Pink, Blue Heather Print,
Charcoal Heather Print, Berry Heather Print, and Blue Digital Animal
Print with a $44 MSRP. The One Size Microfiber thong is offered in both
basic and spring fashion colorways.

About Maidenform

An intimate apparel leader since 1922, Maidenform offers
comfortable, stylish and innovative bras, panties and shapewear to women
with an active lifestyle, a sense of style, and an appreciation for the
way they look. Maidenform products may be found in leading
department stores and national chain stores and direct to consumers via
outlet stores and websites. Maidenform is owned by HanesBrands
(NYSE: HBI), a socially responsible leading marketer of intimate and
basic apparel under some of the world’s strongest apparel brands.


Bernadette Wallace, 336-519-6250