Elite athletes from Loughborough College will trial the latest sports bras from lingerie and sportswear brand berlei in the coming months, feeding back to designers to help develop future sports bra collections.
The move is part of berlei’s sponsorship deal with the college’s Elite Athlete Performance Centre, the only one of its kind in the country.
berlei is working with the college as part of the company’s innovative approach to research and development.
This week, the brand gave a talk about the importance of wearing the right sports bra at the college.
Athletes representing a spectrum of sports, including badminton, football, swimming and hockey were advised on the best bra for their particular sport and were given new berlei tracksuits.
berlei managing director Tony Jarvis said: “It’s very important to us that we maximise our partnership with Loughborough College and listen to the feedback from the athletes as they test out the current collection. Through the Elite Athlete Performance Centre, we’re proud to be investing in local talent and the sporting success of the East Midlands.”
Loughborough College CEO Esme Winch said: “This is a fantastic partnership and it’s great to see a brand truly engaging with the students. All of our elite athletes understand how important it is to have comfortable, and correctly-fitted kit, not only to aid performance but also to protect from injury, and so we’re pleased that berlei are involving them in their design process.”