JIV ATHLETICS revolutionizes athletic undergarment industry

In 2018, the mother-daughter duo of Nika Cleaver and Tanys Evangelisti recognized a common problem faced by women in the world of athletics and activewear: 

The discomfort caused by camel toe and constant underwear tugging during workouts.

Determined to find a solution, they founded JIV ATHLETICS, a brand that aimed to revolutionize the athletic undergarment industry.

A start-up that began in their homes now operates in a corporate office in Del Mar, California, and JIV ATHLETICS’ success has soared to new heights. What’s more, it’s a family affair: The company is now co-owned by their supportive husbands. 

Together, they continue to innovate and provide women with high-performance, comfortable, and confidence-boosting garments, solidifying JIV ATHLETICS brand as a leading force within the undergarment market.

“During JIV’s development stages I was heavily into yoga and running, in which I wore spandex for both,” Nika said. “I worked within the marketing department of a well-known apparel brand and all the women would wear spandex to work as the brand preached ‘work, life, balance.’ The employees and I would work out in the indoor gym or go for outdoor exercise on our lunch breaks. ‘Cameltoe’ became locker room talk as most of us women had one within our spandex and we were all sharing creative ways to hide it. 

“Women were cutting up old bra cups and placing them within the gusset of their underwear, they were wearing panty liners, and some were even placing cardboard within the needed area.”

And, Nika said, “This is when the light bulb went off.

“I realized there was a need within the spandex market for cameltoe-proof underwear. Having cameltoe hindered performance because (1) it is uncomfortable having fabric ride up within unwanted areas and (2) you become self conscious knowing your private parts are on display, which limits your focus on your workout, sport, or everyday activity.”

JIV ATHLETICS took two years to develop the product. 

“First we researched like crazy to see if there was anything ‘cameltoe proof’ on the market,” Nika said. “At the time there were three brands trying to solve cameltoe. We heavily tested all three options and realized there wasn’t anything on the market that was safe or thoughtfully designed for women working out in spandex. 

“When designing the JIV ATHLETICS thong, we were thinking (1) breathability and safe for the woman’s V, (2) invisible under spandex, and (3) Utility for the active women in movement.”

So for those two years the company got athletes and just everyday women to try and test the thong. The product was launched in 2018 and JIV received its patent status in 2022.

The outer shell fabric is a nylon/spandex blend, best for moisture wicking and the most luxe at hand.

The gusset liner is made of 100% cotton, since that is fabric closest to your body and it’s the healthiest and most breathable for this specific, sensitive area.

And the Cameltoe Proof Technology?

“We use a 3D tech-knitted spacer fabric which consists of monofilament yarns creating a ventilated layer producing airflow and moving moisture away from the body. 

“All of our fabric mills are BlUESIGN and OEKO-TEX STANDARD 100 certified.”

VBM Staff