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Davina McCall has an infectious love for life. Her happy persona shows that smiles are attractive but she doesn’t just rely on that to look great. Davina has produced a collection of fitness videos and always dresses in flattering, sophisticated styles. Now she has teamed up with Next to create a range of fitness and post work-out clothing.
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 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.
If you are always on the lookout for new fitness innovations, then a trip to Next should be on the cards!
