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Shock Absorber celebrates 15 years of supporting women in sport
Posted by: Press Releases
Posted on: Thursday 2nd September 2010


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This September Shock Absorber, the UK's leading sports bra brand, celebrates 15 years of providing expert breast support to a nation of UK women who are more active than ever before.

Launched in 1995, as a result of research conducted at an Edinburgh based University, it took two years of biomechanical research, prototypes, trials and road testing by Olympic gold medallist Sally Gunnell to bring the first Shock Absorber sports bra to market. Since then other inspirational athletes integral to Shock Absorber's growing popularity have included world-renowned tennis player Anna Kournikova and champion long-jumper Jade Johnson.

In 2005 and 2009 Shock Absorber conducted groundbreaking breast movement research studies with breast health expert Dr Joanna Scurr at Portsmouth University and its 2009 research informed the recent launch of the first ever sports specific bra range, with bespoke features designed specifically for individual sports.

Recent research* revealed that the number of women exercising in the UK has risen to 12million (+17per cent vs. 2005) - but while the percentage of women wearing sports bras is increasing, a staggering 68 per cent (8.2 million) still do not wear one while exercising. Shock Absorber sports bras are scientifically proven to reduce breast bounce by up to 78%** which is twice as effective as wearing a normal bra to exercise in, which only reduces bounce by an average of 38%***. Shock Absorber looks forward to continuing to help educate women on the importance of sports bras for the next 15 years.

Shock Absorber spokesperson, Kirsty Kothakota, said: “As Shock Absorber celebrates its 15th birthday, we are proud to say the brand has always strived to provide the best possible support to sporting women everywhere. Looking ahead to the next 15 years we are committed to investing in research and design, and as female participation in diverse sports increases, we continue to educate women about the importance of wearing a sports bra and treating it as an essential piece of sports kit.”


* Shock Absorber Omnibus 2009
** University of Portsmouth 2009 (Scurr et al) – tested against no bra condition and related to style 5044
*** Souce: University of Portsmouth Breast Movement study 2005, commissioned by Shock Absorber

Shock Absorber history timeline:

1994 – Shock Absorber was developed as a result of research conducted at Edinburgh based University. Study showed that wearing a sports bra whilst exercising reduced breast movement and delayed long term breast sag

1995 – Shock Absorber launches offering four styling choices, varying impact levels and wide size range (up to G cup). Top athlete Sally Gunnell supports launch and endorses range

1997 – Anna Kournikova endorsement begins

2000 – ‘Only the ball should bounce’ advertising campaign with Anna Kournikova

2001 – Follow up advertising campaign ‘brings everything to a standstill’ with Anna Kournikova

2002 – Third Anna Kournikova campaign ‘Russian Pilot, Nasa Technology, No Lift Off’

2004 – Jade Johnson promotes brand around 2004 Athens Olympics

2005 – Two major pieces of research conducted: 1) Scientific testing at the University of Portsmouth, 2) Category, brand and consumer research

2009 – Launch of first ever sports specific sports bra support, RUN, BALL RACKET. New science: over 18 months of testing, design & development

2010 – Celebration of 15 years of providing expert breast support


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