Nike Has Developed This New Super Bra Using One of Its Most Ground-Breaking Technologies
Nike has a new bra.

Nike's (NKE) latest interesting innovation is for above the waist. 

The company is bringing its Flyknit light-weighting performance technology to apparel for the first time in the form of a sports bra. Dubbed the Nike FE/NOM Flyknit Bra (below), it's made from just two panels and a binding, and according to Nike is 30% lighter than its other sports bras. A typical Nike sports bra could have 41 pieces and 22 seams, points out Footwear News.

Nike debuted its Flyknit technology, which is designed to make shoes lighter, at the 2012 London Olympics. Since then, Nike has expanded its use to an array of styles, including Kevin Durant's signature KD10. 

The innovative new bra is another nice recent win for Nike, which has battled a weak stock price over the last year on concerns it's losing business to Adidas (ADDYY) and Under Armour (UA) .

On an earnings call in June, Mark Parker, Nike CEO and board chairman, said its new Air VaporMax sneakers drove solid sales in the fourth fiscal quarter and that there will be new styles coming to the brand sometime this summer. Plus, he teased "a few more surprises along the way."

 

Ladies, the girls can play now too. #fenomflyknit

A post shared by Sydney Leroux Dwyer (@sydneyleroux) on

Nike also confirmed that it teamed up with Amazon (AMZN) to sell certain products on the e-commerce conglomerate's site.

"We are moving at a faster pace than ever before," Parker said.

On the call, Trevor Edwards, Nike brands president, said some of the other ways the company is selling directly to consumers is through Instagram. He also touted Nike's membership program, which, at the end of its year, comprised of three-fourths of its total online customers.

Nike is also testing a service that allows its members to buy sneakers exclusive to them.

"We're bringing Nike closer to consumers so we can move at their pace if not a step ahead," Edwards said.

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