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
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Shock Absorber Classic Sports Bra (102)
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Shock Absorber D+ Max Support Sports Bra (109) |
| Highly popular sports bra classic, developed in partnership with British Olympic Athlete Sally Gunnell for Shock Absorber’s launch in 1995. The current Shock Absorber 102 has been upgraded since its launch to offer consumers the best in classic sports bra support. |
The ideal sports bra for bigger busted women. Shock Absorber is constantly working to innovate and improve with both new products and with the popular, existing styles. This September, the 109 sports bra has been upgraded to ensure it provides the best possible comfort and support. |
- Encapsulation style so doesn’t flatten the chest and offers a rounded shape
- Comfort features include a non-rub padded hook and eye and wide padded straps
- Low cut style so perfect under any sports top
- Breathable, moisture wicking, quick dry fabrics for a more comfortable workout
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- Encapsulation style so doesn’t flatten the chest and offers a rounded shape
- Comfort features include a non-rub padded hook and eye and wide padded straps
- Breathable, moisture wicking, quick dry fabrics for a more comfortable workout
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A great all round sports bra for a wide range of sporting activities
Size range: 32-36A 32-40 B/C 28-40 D/DD/E/F
Colours: Black, White
Price: £27.00
Stockist: Available online and at high street sports and department stores
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Size range: 30-40 D/DD/E/F/FF/G, 30-38 GG/H
Colours: Black, White
Price: £28.00
Stockist: Stockist: Available online and at high street sports and department stores |
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For further information about Shock Absorber please visit www.shockabsorber.co.uk
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 |
Shock Absorber Facts You Never Knew…
- For the average UK woman who runs 5k three times a week, her breasts have bounced a staggering 795, 600 metres over the past fifteen years! *
- Today in the UK, three Shock Absorber sports bras are sold every minute
- Approximately 2 million more women are regularly exercising now compared to 15 years ago **
- In 1995, the first ever Shock Absorber sports bra size went up to an F cup, but now sizes have been extended up to HH to reflect the increasing average UK breast size
- The Shock Absorber RUN bra is made up of 6 different fabrics and 8 different components compared to a normal everyday bra, which consists of on average 2 fabrics and 5 different components
* Based on average D cup woman running 5km three times per week with an average boob bounce per stride of 6.8cm (University of Portsmouth Breast Movement Study 2005, commissioned by Shock Absorber)
** Shock Absorber Omnibus 2009
