The design starting blocks began with the pro athletes - with whom Nike Air Max 2014 Men works with on all its product development - who quickly lent Nike one key 'bra making' objective, to offer more support without sacrificing on comfort, something all the athletes flagged up. "The need for a high support bra that wouldn't compromise fit for function was especially critical," explains Nike innovation designer Stephy Scott.

Nike Men's Running Shoes then turned to the lingerie manufacturers around the world before heading to Loughborough University in the UK, the only university involved in sports bra research (yes, there really is such a thing). Here the teams studied 600 video hours of 'breast motion and displacement' during exercise, slowing down frames at a rate of 200 times per second; "our testing revealed that in most sports a female athlete plays, breasts tend to move in the shape of a butterfly - up and left, down, up and right, down," explains Martine Mientjes, Nike Apparel innovation project research director.

"With a scientific understanding of how the breast moves, our designers were able to be extremely precise in where to emphasize added support in the bras," adds Mientjes. Nike Women's Running Shoes team obsessed over material that would offer the right 'stretch', 'recovery,' 'moisture management' and 'modulus' (how easy it is to stretch a fabric). It also invented new knitting machines, chest bands for added support, and carried out 1,800 hours of wash testing to look at shrinkage, durability and feel. Eventually, the team came up with a 'zero distraction' super soft nylon for super support minus any discomfort.