From the Jock Strap-Inspired Jogbra to the High-Style, High-Tech Absolute Sports Bra: Champion® Athleticwear Salutes & Supports the Sports Bra’s 40th Anniversary

The Iconic Brand Unveils a Limited Edition Red Sports Bra to Honor
Years of Innovation and Empowering Women to Embrace an Active Lifestyle
with Confidence, Functionality and Style

WINSTON-SALEM, N.C.–(BUSINESS WIRE)–Champion Athleticwear, makers of authentic athletic apparel, is
celebrating the 40th anniversary of the Sports Bra with a
limited edition design. Before the sports bra, a lack of physical
support was a barrier to female participation in athletic endeavors.
Today’s sports bras allow women to increase the intensity of their
workouts and sports activities, and Champion continues to innovate its
product assortment to support any woman’s physical needs.

The sports bra was invented when two female runners sewed two jock
straps together to fulfill a critical need. Branded Jogbra, it was
marketed and sold in 1977, and in 1994 the company was rebranded as
Champion. For four decades, Champion has led research and innovation in
sports bra technologies. To mark the 40th milestone, Champion
is producing an exclusive Champion-red color way of the Absolute Sport
Bra, which includes a jock tag, inspired by the jock strap bra, on the
back calling out the year 1977.

From the broad and diverse range of sports bra styles that Champion
offers, the brand identified the Absolute Sports Bra to serve as the
centerpiece for the 40th anniversary celebration, showcasing how far the
brand has come since the original Jogbra in function and style.

“The sports bra changed the way women approached athletic activities,
and we are proud to continue to play an important role in empowering
women of every shape and size to confidently and competitively take
their workouts to a new level with functionality and style,” said David
Robertson , director of marketing for Champion Athleticwear. “The 40th
Anniversary Sports Bra is no exception, and we’re excited to mark this
moment in time with a limited edition piece designed to celebrate the
continual evolution of a revolutionary product category for women.”

Truly innovative, the completely stitchless waistband on the Absolute
Sports Bra pioneered Champion’s proprietary SmoothTec™ polymer
technology, ensuring a comfortable, non-chafing wearing experience not
previously available in a sports bra. A category favorite, it covers all
of the important active lifestyle bases: unprecedented comfort,
top-level technology, moderate support for various activities, and style
and design for both everyday wearing occasions and high intensity

Champion continues to push every boundary to deliver exceptional
problem-solving and on-trend products. The Champion Bra Lab is the only
full-time, state-of-the-art biomechanics lab dedicated exclusively to
sports bra research and development in the industry. No matter your
shape, size or activity, Champion offers a sports bra to accommodate,
with top-level technology, functionality, comfort and style.

The 40th Anniversary Sports Bra is available at, Kohl’s and, for $30.00.
To learn more, visit and follow
the brand on Twitter,
and Facebook.

About Champion®

Since 1919 Champion Athleticwear has offered a full line of innovative
athletic apparel for men and women including sports bras, activewear,
team uniforms, sweats and accessories. Champion Athleticwear can be
purchased at most sporting goods and department stores. Visit Champion
on Instagram @champion,
or follow us on Twitter @Championusa.


Current Marketing
Ashley Hopes, 212-445-8033