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Just in Time for the Summer Shape Up! Finally a Sports Bra That Won’t Let the “Girls” Go Anywhere!

July 17, 2008

Summer is upon us and women across the country have been working endlessly to get their bods beach ready. But how do women keep the motivation through the fall season? In this critical time, confidence is key to keeping women motivated and committed to their workout routines.

In order to get the most out of their workouts, full-busted women seek a sports bra that bans the bounce while working out. Luckily, full-figured bra designer Lilyette(R) has the answer! The new Lilyette(R) in Motion(TM) sports bra collection launches today and offers full -busted women everywhere a solution. To help launch the new collection, Brooke Burke is lending her support to the campaign to spread the word.

Designed for extreme comfort with maximum support, Lilyette(R) in motion(TM) sports bras will be sure to keep the girls in check, while still looking good. Two encapsulating cups keeps the chest separated and prevents the dreadful uni-boob. And if that isn’t enough, the collection offers both wire and wire-free styles in three different levels of support specifically geared towards various levels of activity. So whether striking the downward dog yoga pose or dishing out a powerful serve, Lilyette(R) has you covered.

“I am so excited to be working with Lilyette(R) on this launch. Finally there is something comfortable and supportive for those of us who need it,” says Brooke Burke. “I work hard to keep my body in top condition, and I understand the importance of finding a sports bra that supports you during a workout. Lilyette(R) in Motion(TM) delivers the comfort and support fuller busted women need to get the most out of their fitness routine.”

The collection offers three different levels of support depending on the level of activity. As with all Lilyette(R) bras, they are guaranteed to deliver the ultimate in everyday comfort and support, contemporary style and fabulous fit.

The “Downward Dog”: gentlemotion(TM) — Perfect for the walker or yoga guru, this bra features two-ply fabric for bounce control and ultimate comfort. Its M frame keeps the bust contained while providing a beautiful shape while moisture management technology provides cool comfort. The fusing technology allows the garment to be virtually stitch free, allowing for a seamless style. Its built-in slide tab allows no rough edges to irritate the body while the leotard back prevents shoulder strap slippage. It is available in underwire sizes 34-40 B, C, D, DD; 36-40DDD in white or Body Beige, or wire-free in sizes 34-38 B; 34-40 C, D, DD. Suggested retail price is $36.00.

The “Masters”: activemotion(TM) — Recommended for mid-level sports including golfing, biking and weight training, the activemotion(TM) Lilyette(R) features Nanotex(R) Stretch Simplex lining and bottom band elastics that provide wicking when excess moisture is absorbed through the bra – eliminating sweat. The inner mesh lining and center gore allows for breathability while shoulder strap and side mesh features enable suspension and tension release for natural movement. The garment is complete with a fold-over binding providing comfort and clean aesthetics. It is available in underwire sizes 34-38B, 34-42C, D, DD, DDD white/grey, 34-38B, C; 36-40D, DD in black/grey and in pink/white, or wire-free in sizes 34-38B, 34-40C, D, DD in white/grey, black/grey and pink/white at a suggested retail price of $38.00.

The “Marathon Woman”: powermotion(TM) — For the runner, soccer player, spinner and aerobic aficionado, this bra features rigid Nanotex(R) Simplex, providing ultimate support with moisture management. The mesh-center V delivers breathability while the V-wing into mesh back gives flexibility, two-way pull and tension release for the ultimate in support. Hidden shoulder strap adjustment allows for a clean, comfortable look. The powermotion(TM) is available in underwire sizes 34-38B, 34-40C, 36-40DDD in black or white/grey or wire-free sizes in 34-38B, 34-40C, D, DD in white/grey, and black. Suggested retail price is $40.00

“We are so excited to be able to provide today’s full-figured woman with a sports bra collection that truly understands ‘impact’,” says Norah Alberto, Maidenform’s Senior Style Director. “We know the importance of fitness and everyday activity today’s women seek, but understand that each person’s pursuit may not be on the same playing field. The Lilyette(R) In Motion(TM) collection exists to deliver a bra for our full-figured woman that meets all of her needs. So whether she is out on a walk with friends, or participating in a high-impact aerobics class, this new collection by Lilyette(R) delivers the fit and flexibility she’ll need to get her through her activity comfortably with the utmost support.”

Samples are available upon request.

About Maidenform Brands, Inc.

Maidenform Brands, Inc. is a global intimate apparel company with a portfolio of established and well-known brands, top-selling products and an iconic heritage. Maidenform designs, sources and markets an extensive range of intimate apparel products, including bras, panties and shapewear. During the Company’s 85-year history, Maidenform has built strong equity for its brands and established a solid growth platform through a combination of innovative, first-to-market designs and creative advertising campaigns focused on increasing brand awareness with generations of women. Maidenform sells its products under some of the most recognized brands in the intimate apparel industry, including Maidenform(R), Flexees(R), Lilyette(R), Control It(R), Sweet Nothings(R), Rendezvous(R), Subtract(R), Bodymates(R) and Self Expressions(R). Maidenform products are currently distributed in approximately 60 countries and territories.




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