sorry bra

Victoria’s Secret Is Struggling to Sell Its Sexy Sports Bras

Photo: John Sciulli/Getty Images

Last year, Victoria’s Secret introduced a new line of sports bras for sexy sweating. Their plan was watertight, foolproof, a win-win! They would supply push-up bras for the gym, padded bras for the running path, bras with inexplicable zippers for aerobic undressing activity. Why had no one given women the ability to present their boobs at their absolute best while exercising? What a boon this would be! Railroad tycoons and oil barons gazed at the plan in envy, for they knew their time had passed.

Well, well; it turns out that the best-laid plans are sometimes flops. Bloomberg reports that Victoria’s Secret is currently swimming in its sexy sports bras and struggling to get rid of its excess inventory from 2013.

Perhaps there was a faulty understanding of what women want for their workouts. Victoria’s Secret’s CEO Sharen Jester Turney had presented a vision of the gym as “a fashion club,” saying that “the days of wearing our old workout shorts and ratty T-shirts are over.” Perhaps that’s not quite true, at least not yet. We still live in a world with workout gear that is unremarkable in its sexiness, and for that we are happy.

Victoria’s Secret: Failing to Sell Sport Bras