Sportswear and lifestyle fashion have been steadily merging over the years but Nike‘s new Fe/nom sports bra takes it to a whole new level. The nearly seamless construction gives the longline bra a sleek aesthetic and the Flyknit construction makes it the brand’s lightest-weight bra that still offers high levels of support and stretch where you need it. Additionally, the Fe/nom is designed to provide ventilation in high-heat areas, so it will keep you both feeling and looking cool.
True to Nike’s ethos, the sportswear giant is using this particular product to highlight real challenges faced by women when working out. Studies show that by 14 years old, girls drop out of sports-related activities twice as fast as boys, with research indicting the single biggest change that could increase physical activity would be having access to the right kind of sports bra.
To place a spotlight on this issue, Nike tapped five cool creatives from London for its "No Bra, No Sport" campaign as they strive to be the absolute best they can –in work and life and sport. Peep the exclusive campaign featuring Jameela, the founder of Azeema magazine, Paula, a writer and founder of BlackGirlFest, Naina, a presenter and DJ, Sherelle, also a DJ and model Jade Pearl.
Take a look at the campaign in the gallery above and shop Nike’s Fe/nom Bra in five colorways at Nike.com for $80 USD. In related news, check out Nike’s Air Max 200 in "Mystic Green."
Click here to view full gallery at HYPEBAE