Every October, brands go pink, coming out with everything from tank tops to nail polishes, all in the name of breast cancer awareness. Bringing attention to the second most common canceramong American women (skin cancer is the first), should definitely be applauded—and so should the millions of dollars raised every year for supporting charities.
But this year, one activewear company is going even further by designing a sports bra specifically made for breast cancer survivors: Athleta’s Empower bra, part of the brand’s Power of She initiative.
“Women were telling us that they’d been using Athleta bras as a post-mastectomy sports bra, but they couldn’t find a truly perfect option in the marketplace. We started to realize this was an underserved need.”
Out September 25 and retailing for $54, the (fantastic) idea came straight from shoppers. “Women were telling us that they’d been using Athleta bras as a post-mastectomy sports bra, but they couldn’t find a truly perfect option in the marketplace. We started to realize this was an underserved need,” says Shelia Shekar, Athleta’s senior director of brand marketing.
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