Recently I had the opportunity to interview owner and creator of BodyRock Sport, Kelly Dooley. An inspiring and powerful force in the fashion and fitness industries, Kelly is a fearless example of bringing your vision to life. Please enjoy.
In 2008, my New Year’s Resolution was to run a marathon. I signed up for The Walt Disney Marathon, which was in Orlando in January 2009. When I went to pick up my race packet at the expo the day before my big day, I was searching for a sports bra that was fun, funky and functional. I never found my dreams sports bra at that expo, but I did have my aha moment. I vividly remember thinking, “I need to create a line of sports bras that are equally fashionable and functional, and that transition easily from day-to-night.” Once I returned to NYC, I developed my business plan, concept book, design gallery and set January 1, 2010 as my target launch date. So, basically, BodyRock Sport was born out of a huge void in the market to serve women like myself who love fitness and fashion but who don’t want to sacrifice one for the other.
Aside from online, where can we find your merchandise?
In many boutiques nationwide, though we are mostly on the east coast currently. Some of our boutiques include S Factor, Sports Club LA, Reebok Sports Club, Tight Assets, Follow the Sun, and many more.
I see that you have quite a range as far as the price points go. Tell us what factors influenced this decision.
For the most part, our collection is considered very expensive for activewear. Interestingly, our bras and other pieces cost more to make that many other activewear brands’ retail prices! There is no question that we are one of, if not the most fashion-forward activewear brands in the world, yet each piece is equally functional, which is what sets us apart from the crowd. Despite the fact that we are considered to be a luxury activewear brand, it is also important for us to create pieces that are easily accessible to our diverse demographic, which ranges from little girls to much older women. We want to create for all women who love fitness and fashion, and want to reinforce that BodyRock Sport is a lifestyle brand in that we enable women to express a lifestyle that they already live by providing them with the most beautiful and well-designed activewear in the market.
What’s your can’t-live-without workout item?
The Sophie Bra from The Zip ’em Up Collection. I live in this bra. Whether I wear it to hot yoga, to run errands, or on a date with my fiancee, I love how easy it is to incorporate The Sophie Bra into my wardrobe. The floral print Supplex, metallic gold zipper, fuchsia Swarovski crystals and gold studs make this bra sexy, feminine and edgy.
What sets your sports bras and other sportswear apart from other brands?
It’s funny. Every time I go into a sports store, I can never find anything that I want to buy except for running shoes and the occasional headband. Most of what’s out there is very generic. Also, the fashionable activewear usually lacks functionality and vice versa. So much thought goes into each and every one of our designs, and because I am such a diehard athlete (and I love FASHION), I rigorously test every piece before going into production to ensure that we create a collection that people will LOVE. As I said before, and I will say again, BodyRock Sport fuses fitness, fashion and functionality in a way that has not been done before. I design for women who LOVE being women, for those who believe that we were born to stand out, for those who want to look and feel beautiful 24/7. That alone makes us a maverick in this industry.
What are your personal wardrobe staples, that you feel every woman should own?
A Chanel jumbo bag (I have apple green, purple and gray)
A big pair of sunglasses (my favorites are Marc Jacobs and Gucci)
An abundance of white and black tanks
Miu Miu flats
Giuseppi Zanotti stilettos
A fabulous pair of gold earrings (one of my favorite pairs are from Chanel’s Shanghai collection….also another favorite pair is
An abundance of sexy BodyRock Sport bras, particularly The Dim Your Headlights Collection and The ZIp ’em Up Collection
A versatile leather jacket (though I have many, my favorite is by Temperley London–it is gray with gold pyramid studs)
One pair of ripped jeans (like Current & Elliott) and one pair of colorful skinny jeans (Robin’s are by far my favorite brand).
What is your favorite way to exercise and/or stay in shape?
Hot yoga, boxing, and triathlons dominate my life!
Where do you get your inspirations? Your stuff is so unique!
First of all, thank you very much for the compliment. My goal is to make women feel beautiful and confident about themselves, so every design has that purpose in mind.
I draw inspiration from many places, but most of my ideas come to me while I am sleeping or taking a shower. I also have a unique group of girlfriends, who inspire me in many ways, particularly when it comes designing prints, new silhouettes, and choosing distinctive embellishments. Most of the pieces in my collection are named after different amazing women in my life who have touched me in some way.
Would you say that the new “femme fatale” is one who works out and is strong physically, without being a “tomboy” or “jock?” If so, what or whom do you think has changed this perception?
Yes, I would definitely agree that the new “femme fatale” is one who works out and is strong! I think many women have changed this perception, but I give major kudos to celebs like Halle Berry, Jessica Biel and Jennifer Aniston, all of whom are fit, healthy and beautiful.
Who are your Fashion & Style role models? Fitness role models?
FASHION AND STYLE ROLE MODELS:
Halle Berry
Eva Mendes
Kim Kardashian
Zoe Saldana
Jennifer Lopez
FITNESS MODELS:
Jamie Eason
Vanessa Tiburcio
Agostina Laneri
Tell us – any celebrity fans of your line? And, we must ask – what kind of woman wears your “luxury items”? With today’s economy, some may be offended by a $20,000 sports bra.
The Kardashians
Kendall Jenner
J Woww
Knicks City Dancers
Maria Menounos
Certain people get offended by everything. And that’s fine with me. The Eternal Love Bra is not necessarily something that is meant to be purchased. It’s more symbolic of what we stand for than anything else. Every year, I collaborate with Joseph Knight of Knight & Hammer (www.knightandhammer.com) to design a stand out item that represents my insatiable love for fitness, fashion and the finer things in life. The Eternal Love Bra is a collector’s item–truly a piece of art that was designed with the utmost purpose and passion. I am not worried about those who don’t “get it” because so many do!
Where do you see BodyRock in 5 years? 10? What’s next for you and your brand?
My longterm goal is to become the amazon of edgy activewear. Within 5 years, we will undoubtedly be a global brand.
Within 1 year, we will be available in department stores. Also, we are currently developing the world’s first fashionable mastectomy bra to market for post-Mastectomyand post-cancer surgery patients by addressing their unique needs called The Empower ’em Collection. One key element is providing a product that adapts to the changing body shape of women as they go through reconstruction and beyond. For cancer patients that seek to thrive, a sports bra that shifts from “cleavage to coverage’ is likely to meet their expectations and incent them to exercise, a critical part of their recovery. This collection will be available in October, and reinforces our desire to empower all women to look and feel their best all the time. Stay tuned for more exciting details! I am very, very excited about this particular collection and the impact it will have one women whose lives have been impacted by breast cancer. For each bra that is purchased, we will be donating one to a woman in need.
What’s been your “most maniac moment” in life thus far? Something bold or daring that you did, funny or embarrassing, outlandish or fun? Do share!
I have wanted to live in NYC since I was a little girl. Being from California, my Mom did not want me to move to NYC because she feared I would never return. NYU was the only school I applied to for graduate school, and I remember my Mom telling me not to put all my eggs in one basket, but I said, “If I don’t get accepted, I will apply again next year.” In retrospect, it’s crazy to think that I only applied to one school. But I am so glad that I did–I am truly living my dream and remind myself of that every day.
You can find out more at www.bodyrocksport.com or on their Facebook fan page:
