Fitness fanatic Davina Mccall teams up with Next
Through her hugely successful fitness DVD’s, Davina McCall’s infectious enthusiasm has inspired countless women to exercise. Launching in time for Spring 2012, Davina For Next provides the ultimate workout and post work-out clothing along with a range of innovative everyday shoes which feature dual density mid-sole technology to reduce stress on joints. From aerobics to running, power-lifting to pilates – all in great modern shapes, fabulous colours and outstanding fabrics, there’s something for every activity.
Davina says: “My approach was to concentrate on what I would wear, thinking very carefully about the details that matter to me, like a place for an MP3 player, or reflective strips on the bottoms – essential when you’re jogging in the early morning or at dusk. And I’ve ensured the workout tops are extremely solid and secure so your boobs won’t be bobbing around while you’re working out!”
There’s an important footnote to this fruitful collaboration. Harnessing Next’s F.I.T. technology, Davina has developed a line of stylish everyday shoes that offer aspects of comfort, performance and muscle activation previously restricted to cumbersome sports footwear. Think cute ballerinas in bright patent or animal print – and imagine a reduction in stress on load bearing joints. Elegant city smart flats are engineered to increase calf and hamstring activation by up to 12% while canvas pumps carry the promise of decreased heel impact. And Davina’s ultra-feminine trainers will exert 25% less pressure on the ball of the foot.
Davina For Next promises to shake up what any woman wears before, during and after her workout. Her comfort and style are assured as she gets into great shape!