The Limitless Bra story

Squadkit, the Limitless Bra’s creator, is the leading sportswear brand in schools across the UK. It has one driving passion: helping young people to stay active.

As part of Squadkit’s ongoing R&D process, we regularly conduct focus groups and speak with young people around the country — and a couple of years ago we noticed a growing, and unsettling, trend:

AS THEY GOT OLDER, GIRLS FELT LESS INCLINED TO PLAY SPORT.

We looked at the research and talked to experts in the field. They all told the same story:

  • 50% of girls reduce or stop playing sport altogether when they hit puberty.

  • Teenage girls are active for an average of just 24 hours per week versus 40 hour for boys.

  • Over half of girls cite concerns about their breasts as the major reason for reducing exercise.

  • More than 50% of girls never use a sports bra!*


We went to the girls themselves; they told us that they didn’t feel there was a sports bra for them on the market:

  • Specialist sports bras tended to be made for older women, with complicated and rigid sizing.

  • Most sports bras were expensive.

  • Most sports bras were too uncomfortable to be worn all day.

  • In fact, to the girls, many of them looked like instruments of torture.


As a result, if they were wearing a bra for sport, most teen girls were wearing an elastane top or simple fashion bra, leaving them feeling self-conscious and uncomfortable.

So, we set to work:

  • We spoke to some of the leading authorities in the field to look at the biology behind breast development and support.

  • We spoke to hundreds of girls.

  • We found a great designer to help with the technical aspects of shape.

  • We recruited a dance studio in Hull to run our fitting trials.

  • We worked with one of the world’s leading bra producers to ensure our designs met all of our criteria.

 

THE LIMITLESS BRA WAS BORN: THE FIRST SPORTS BRA DESIGNED FOR AND BY TEENAGE GIRLS.

[Sources: The influence of the Breast on Sport and Exercise in School Girls in the UK. Journal of Adolescent Health Feb 2016; ONS Children’s engagement with the outdoors and sports activities, UK: 2014 to 2015. Published January 2018; Sport England: The Challenge of Youth Participation in Sport 2014]


The Limitless Bra with its unique 3-way adjuster

The Limitless Bra with its unique 3-way adjuster

THE LIMITLESS BRA BRIEF AT A GLANCE

  • Our new Limitless bra needed to be adjustable, allowing for growth over time. Our unique dual-hook system and comfort cups allow for 4 inches of adjustment. This also gives a range of control for different sports.

  • The Limitless sports bra needed to be wearable: easy to put on because nobody want to feel compelled to undress infront of others and comfortable enough to be worn all day if necessary. The front zip and soft-touch fabric make it easy to put on and easy to wear.

  • Limitless needed to be accessible: The simple “one measurement” sizing system keeps fitting simple.

  • Limitless needed to be fashionable: Limitless is stylish enough to wear as a top if you want or need to, and the soft grey marl works well under all clothing.

  • Most of all, Limitless needed to be perform excellently as a real sports bra, providing the support every girl needs to stay active.


We tested Limitless at Portsmouth University’s Breast Health Unit and the results were impressive:

68% Reduction in movement versus ‘no bra’

20% Reduction in movement versus the #1 bra worn by girls in our focus groups.

We’ve also applied for a patent.

We hope you love it!

 

The Limitless Team

BE ACTIVE. BE HEALTHY. BE HAPPY.