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Shock Absorber raises the bar with new sports-specific bras

By: Jeff James

Listed Under: Product News

Published: Monday, September 07, 2009

After over a decade of providing expert sports bra support, Shock Absorber, the UK’s leading sports bra brand, is once again driving the category by developing a groundbreaking range of sports bras specifically designed for individual sports.

Focusing on three sport sectors - run, ball and racquet - the new range will revolutionise any sportswoman’s kit by guaranteeing tailored support and sports-specific comfort features.

Commissioned by Shock Absorber, Dr Joanna Scurr, breast health expert at the University of Portsmouth, conducted extensive research over a period of 18 months to better understand the impact of running, ball sports and racquet sports on the breast and body. Findings from this research informed the design process for each bra, with each prototype being put through its paces in treadmill, jumping, lunging and anti-chafe tests. The culmination of this exhaustive process is a range of sports bras with targeted support and advanced technical features, which provide absolute support for their designed sports.

Shock Absorber spokesperson, Julia Nolan, says: “Shock Absorber prides itself at being at the forefront of innovation, and we continually look to invest in research and design to ensure our bras offer the best support available for sporting women. As the first of its kind, this new range allows women to be safe in the knowledge that they are wearing a bra specifically designed for their sport, for ultimate comfort and support, so the wearer can concentrate on her sporting performance.”

Here we profile the research findings, and the state-of-the-art innovations Shock Absorber has developed to create the best performing bras for these sports:

RUN
During running, breasts move in a continuous figure-of-eight pattern, with associated rubbing or chafing as a result of repetitive motion. Shock Absorber has developed the most effective sports bra available for running, combining seamless comfort features with targeted breast support, achieving bounce reduction of up to 78 per cent when scientifically tested.

Run sports bra features:
• ‘Infinity-8’ support system offering enhanced support to target the figure-of-eight movement.
• Completely seam-free inner and concealed elastic under arms to reduce chafe.
• Gel hook and eye.
• Wide, padded straps with non-slip technology.
• Reflective tape positioned for high visibility.
• Fully back opening for easy on and off.

BALL
During ball sports such as netball, basketball and volleyball, breast movement is predominantly vertical due to the high frequency of jumping and elevated reach. Shock Absorber has developed the Ball sports bra, which targets vertical breast movement and chest band ride-up, identified as key issues by female ball sports players. During testing, an overall vertical bounce reduction of up to 79 per cent was achieved.

Ball sports bra features:
• ‘Arc-Control’ support system offering enhanced support around top and side of cups, to target vertical movement.
• Extra-wide, quick-dry chest band to prevent ride-up and friction on key hotspot. Testing showed less than 2mm slippage after extensive jump tests.
• Breathable powermesh wing fabric to keep body cool.
• Advanced front adjustability - customise for perfect fit.
• Gel hook and eye for comfort.
• Wide, padded straps with non-slip technology.

RACKET
During racquet sports such as tennis, badminton and squash, breast movement is predominantly lateral due to stretches, side lunges and body rotation during serves. Shock Absorber has developed the Racket sports bra, which features advanced lateral support and ‘Strap Glide’ technology for enhanced freedom of movement. During testing, lateral bounce was reduced by up to 78 per cent.

Racket sports bra features:
• ‘Dynamic-M’ support system offering targeted support to reduce lateral breast movement.
• Seamless, all-in-one strap with innovative ‘Strap Glide’ Technology to allow freedom of arm movement.
• Low coverage design, key fashion consideration for racquet sports.
• Advanced front adjustability - customise for perfect fit.
• Wide, padded straps with non-slip technology.

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