The company found that teenage girls were dropping out of sport at an alarming rate, with one of the key reasons being fear of period leakage. Using these insights, the brand set out to create a product that helps athletes stay in sport throughout their cycle by giving them an added layer of protection. The new TechFit Period Proof Tights feature an absorbent layer to help protect against leaks when worn with a tampon or pad. The launch is part of Adidas’ roadmap of innovations for this year to serve women better in sport. A first-of-its-kind product offering in the Indian market, the tights are made using adidas Flow Shield Technology.
This story is from the August 2021 edition of Business Of Fashion.
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This story is from the August 2021 edition of Business Of Fashion.
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