Victoria's Secret is hoping the sports bra will give the company the lift it really needs.
As Bloomberg's Kim Bhasin recently reported, sports bras are a challenge for the brand. After all, they're not overtly sexy. And plenty of other brands are already dominant in the market.
Nonetheless, the lingerie brand is betting big on what's trendy — and that's sports bras, as well as bralettes, which are cup-less, padding-free bras.