A Perfect Fit: Bravado and the PWHL
Nicole McCasey, President of Bravado Designs, talks with The Ice Garden about the company's partnership with the PWHL and the value of a good bra.
Bras.
Can't live with 'em, can't live without 'em.
Generally.
And when it comes to women in sports, bras actually play a much bigger role than many (especially non-bra wearers) would assume. So when the PWHL announced that Bravado would be joining as the league's official bra partner, it seemed to me like a perfect fit (pun intended).
And it felt the same to Nicole McCasey, President of Bravado Designs.
"There are so many natural synergies [with the PWHL] that just kind of made a lot of sense," McCasey told The Ice Garden. "And then when we actually started thinking about, okay, how does this sit beside our values, it was super nice because it's all about empowering women and that's what we do all day, every day as well."
The PWHL echoed similar sentiments in their release, "As a woman-founded company, Bravado Designs embodies our commitment to creating space for women in the business side of sports. This partnership enables our athletes to look and feel great when they're on and off the ice."
The PWHL is partnering with Bravado Designs, the globally recognized, female-led and designed intimate apparel brand, in an exclusive partnership celebrating women’s empowerment and excellence.
— PWHL (@thepwhlofficial) December 11, 2024
As a women-founded sponsor of the PWHL, @BravadoDesigns becomes the league’s official… pic.twitter.com/rSlWxWp1K7
Although already very well established in maternity and nursing bras in Canada, the Bravado team was looking to expand into everyday wear and grow outside of their bubble, which made this partnership a good match. And it's already paying off.
"There was a review on our site for one of our new products that we had also just launched that said, 'I haven't even got the product, only got because they sponsor the PWHL, will report back', and that really validates everything we were hoping for," McCasey explained.
The first step of the partnership was fitting bras at training camp.
"While we were fitting the players, they were like 'When I was pregnant, I only wore Bravado'," McCasey explained excitedly, "So they know us as maternity and nursing. And now they'll be such an integral part of us expanding into every day as well."
As for what's next in the partnership, the possibilities are endless. Bravado's first public-facing activation went off with a bang, donating $60,000 worth of brand-new Bravado bras to local shelters with the first-ever bra toss.
When asked about their future plans, McCasey said, "We will certainly try to elevate, whether it's a popup, small retail shops in arenas, that sort of thing...What's really cool is that there's no limit too, we've got tons of ideas."
It's clear the partnership will benefit the PWHL and Bravado, but what about the everyday women who watch the PWHL and buy Bravado?
"[Having a well-fitting bra] can change everything," McCasey explained, "...Women have a million things to think about every day; the mental load is heavy. And carrying it while wearing a bra that doesn't fit is such a nuisance. Whereas, on the flip side, if you're wearing a well-fitting bra, it's not even on your mind. And we can play a small role in that. There's a multitude of factors but sometimes it starts with what's next to skin."
And for the young girls who hope to one day make the PWHL, Bravado recognizes the impact that having a well-fitting bra can make.
"Keeping girls in sport as long as possible does so much good for them as individuals and for society at large."
McCasey, who grew up playing soccer, told a story about the sports bra she wore for 10+ years because it was made to last, one that I can relate to after owning the same sports bra until I couldn't physically fit into it anymore. That's a big part of what they hope to achieve with their new line.
"We make nursing bras that moms have told us they wear for all three kids and then for two years even after they're done nursing, but they're still in good shape."
While having an official bra partner might not mean much to non-bra wearers, it's clear that this partnership not only serves Bravado, but PWHL fans, players, and future players.
"There's so many barriers to how to keep a young girl in sport when the path is available to her. And I think making sure that the path is open and available to everybody is such a cool thing, so neat to be a part of."
"I genuinely believe in it," McCasey said, "I want it for my own kids growing up. When you actually have something that you can visualize in terms of being able to make it happen, it's so cool and I love it. It's honestly the coolest part of my job."
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