Intimate apparel maker Maidenform has entered the highly competitive activewear market, revealing its first sports bra range designed with the brand's signature shaping support.

As well as four performance bras, the new Maidenform Sport line includes one-size-fits-all microfibre thong and bikini silhouettes.

According to the Hanesbrands-owned company, the range is equipped with features such as secure zip closures, fully adjustable straps and double lined wings, making them versatile for different activity levels and occasions. Meanwhile, moisture wicking technology will aid performance and motion control to minimise bounce.

"We are excited about our Sport collection, which will bring the same flattering shaping, fit and support that our loyal customers have relied on for years," says Vicki Seawright, vice-president and general manager of Maidenform. "We want to ensure each woman has the support she needs for her on-the-go and active lifestyle."

The collection, available at department store retailer Kohl's, will be available in multiple sizes, fashion colourways and patterns to coordinate with both thong and bikini styles.

Hanesbrands, one of the world's largest underwear and activewear apparel manufacturers, delivered strong growth in the third quarter, with an 11% rise in sales to US$1.76bn, compared to $1.59bn in the same period last year. Hanes said the increase was driven by core organic innerwear growth and strong acquisition-related international growth.

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