Athletes to test Berlei's limits

MELBOURNE: A partnership between leading bra brand Berlei and the Australian Institute of Sport (AIS) heralds enhanced product development for the label and an endorsement to its standing.
Berlei general manager Bernadette Hannagan said the three-year partnership, in which the Australian Institute of Sport's (AIS) Biomechanics Unit would work with Berlei's product design team to test and further develop sports bras, would cement an existing relationship.
"We've always used the AIS as a testing facility for our products, but this official partnership is more about product development and education on breast health," Hannagan confirmed.
Significantly, the venture would allow Berlei to gain access to around 5000 female athletes, including high-profile sporting names such as world champion cyclist Anna Meares and long jumper Kerrie Taurima.
"That represents a really huge test market," she said.
The main thrust of the exercise would be the "continuous improvement" of Berlei's existing range of sports bras - including the New Legend underwire bra, the New Legend seamless underwire bra, the New legend crop top, the Ultrasport underwire bra, the Sport Performace underwire crop and the Sport Performance underwire singlet.
Furthermore, the brand's established support factor rating system - developed with the ASI to rank bras support capabilities from one to three - would be enhanced through the development of a number four rating, she added.
It was hoped the latest Berlei sports bra - yet to be named and scheduled for retail launch in 2007 - would achieve the new rating, Hannagan said.
Ultimately, it was anticipated the project would boost Berlei's standing as a leading brand for both professional sportswomen and amateur enthusiasts, she said.
"Around four out of every sports bras used by professionals are made by Berlei. [Tennis stars] Venus and Serena Williams even bought around 64 bras at once last year.
"We're the leading sports brand in Australia and our bras are widely known for offering the best support. We're also well known overseas and have provided [UK retailer] Marks & Spencer with 100 per cent of its sports bras."