Nala, the Australian intimates brand renowned for its commitment to “real boobs, real bodies, real movement,” is making a bold leap into the activewear market. With the launch of its first high-performance sports bra collection, Nala aims to transform from a lingerie-focused brand into a comprehensive supportwear platform, specifically catering to fuller-bust customers who have traditionally been overlooked by mainstream activewear.
The introduction of Club Nala is not merely a product release but a strategic pivot designed to capitalize on the booming activewear sector. This move is underpinned by Nala’s established reputation for designing intimates that prioritize engineering and comfort, coupled with a body-positive brand ethos. As they ventured into activewear, Nala’s team identified a familiar gap: the lack of well-designed, affordable sports bras for fuller busts.
Spotting the Gap in the Activewear Market
According to Chloe De Winter, Nala’s co-founder, the decision to enter the activewear market was driven by customer demand. “Our customers were requesting sports bras from day one,” De Winter shared with Inside Retail. Many customers resorted to wearing multiple bras to achieve the necessary support, highlighting a significant gap in the market.
To address this, Club Nala launches with three sports bras tailored for varying impact levels, alongside a seamless “No Show Sports Gee,” supporting sizes C to H cups across bands 8 to 22. This product line reflects Nala’s strategy of solving specific customer needs rather than saturating the market with options.
Innovation and Iteration: The Development of Club Nala
Club Nala represents Nala’s most technical endeavor to date, the culmination of 18 months of rigorous testing and development. Over 300 test-wearing sessions with women of diverse sizes and activity levels informed the final designs. “With all our products, our vision transforms over time with test wearing feedback,” De Winter explained. This iterative process ensures that the final product is functionally perfect.
The High Impact Wirefree Sports Bra exemplifies this approach. “Our High Impact Wirefree Sports Bra went through many iterations,” De Winter noted. Initial designs lacked a support bar, which was later added and adjusted based on customer feedback, ultimately leading to a soft version that effectively reduces bounce while maintaining comfort.
Material Innovation: MotionTech Fabric
Central to Nala’s activewear strategy is MotionTech, a new fabric composed of 84% recycled nylon and 16% elastane. Designed to be both strong and lightweight, MotionTech offers extreme support for cup sizes up to an H. “Support levels on a sports bra need to be extreme,” De Winter emphasized. MotionTech is also moisture-wicking, quick-drying, and antimicrobial, aligning with Nala’s commitment to sustainable and safe materials.
Doubling Down on Inclusivity and Brand DNA
Club Nala allows Nala to extend its core strengths—such as inclusivity and community-driven design—into a high-growth category. “We built inclusivity into our brand from the start,” De Winter stated. This commitment is evident in the wide range of band and cup sizes offered and the intentional marketing choices that challenge traditional body ideals.
“Breaking down existing clichés is Nala’s bread and butter,” De Winter remarked. The brand’s approach to marketing and casting is deliberate, ensuring that diverse body types are represented in their campaigns, particularly in a category that has historically favored certain body types.
Setting Up the Next Growth Chapter
As activewear becomes both performance gear and everyday attire, Nala has designed Club Nala to excel in both contexts. “We prioritized comfort,” De Winter said, ensuring that the pieces are suitable for all-day wear without compromising on style.
Initially, distribution will focus on Nala’s own channels, with plans to introduce one Club Nala style at David Jones and expand in-store offerings as the category gains traction. Behind the playful color names like Space OJ and Licorice Snowcone lies a clear commercial intent: to transform the demand for better sports bras into a sustainable growth engine.
In a competitive market where support, inclusivity, and authenticity are increasingly vital, Nala’s strategic expansion into activewear positions it well for future success. As the brand continues to innovate and respond to customer needs, its commitment to empowering real bodies remains at the forefront of its mission.
