DANIELLE WITEK

Designer, Problem Solver, Collaborator

The PureMove Bra stands as the pinnacle of my tenure as an innovation designer, marking its launch in August 2018. This groundbreaking concept took root three years earlier when I discovered STF technologies during my research and presented the idea to the leadership team. Upon approval, my daily efforts were dedicated to collaborating with our legal team and partners, meticulously crafting a contract and timeline that honored all stakeholders equitably. Over 15 months of research and development, we analyzed material stretch dynamics relative to breast movement, subjected treated materials to exhaustive stress and strain testing, and pursued the creation of a functional, washable garment. Throughout the journey, our lean team of four navigated the intricacies of R&D, design, project management, sourcing, and development until we achieved a winning prototype.

The PureMove Bra emerged as Reebok’s largest apparel innovation in its brand history, amassing an array of accolades, including recognition as one of TIME magazine's Top Inventions of 2018. This project proved to be invaluable, leaving me with a wealth of knowledge spanning material science, fabric treatments, team leadership, creative problem-solving, and project management.

Click on photos with titles to watch videos explaining more about the journey.