Shock Absorber, the UK’s number one sports bra brand, has joined forces with women’s running community This Mum Runs to become its exclusive sports bra partner.
This Mum Runs is a community with a vision to help mums be happier and healthier through running. Empowering and enabling them, whatever stage of their fitness journey, to find physical and mental wellbeing through running, friendship and headspace.
The This Mum Runs community is 50,000 strong and growing daily – with thousands of runners taking part in hundreds of free weekly runs, led by Run Angels. They are local volunteers specially trained by This Mum Runs HQ who plan run routes, are a friendly face to welcome members, warm everyone up, keep people safe and make sure no one gets left behind.
The new partnership - Official Supporter of This Mum Runs - will see Shock Absorber educate the community about the importance of wearing the correct fitting sports bra while running, with product launches and news shared with the community across the This Mum Runs digital channels.
Mel Bound, This Mum Runs Founder and mum of two, said: “It is so important to wear a properly fitted sports bra when you run to help make doing physical activity more comfortable, especially during and post-pregnancy when your body changes.
“This exciting new partnership with Shock Absorber – with their brand expertise and product innovation – will support our community, quite literally, on their running journey, making for happier and healthier mums, which is what This Mum Runs stands for.”
Heather Nogueira, Head of Marketing, Hanes Brands, said: “This partnership is extremely important to us at Shock Absorber. It presents a fantastic opportunity to connect with active women across the country and educate them on the benefits of wearing an effective sports bra during their runs with This Mum Runs.”
Olivia Capalléra, Shock Absorber Senior Product Manager, added: “At Shock Absorber, we’re focused on supporting women’s performance whatever their ability, both through our research and high-performance range. Our latest innovation the Ultimate Run Bra Padded, is the perfect choice for runners as it’s proven to reduce chest movements by up to 78 per cent - that’s twice as much as a conventional bra!”
Shock Absorber has conducted extensive research in partnership with The University of Portsmouth; finding breasts move up to 14cm when unsupported during exercise and 80 per cent of women are wearing the wrong size sports bra. The brand is well-loved by runners, having recently taken home both the gold and silver titles in the Best Sports Bra category at the 2019 Running Awards.
Run Angels are equipped with a wealth of knowledge on the innovations in Shock Absorber sports bras, ensuring they know how to properly fit themselves and fellow runners in their community, to help support them as they take to the pavements and parks in cities and towns across the UK.
Each month Shock Absorber will celebrate the brilliant women in the This Mum Runs community through a brand ambassador programme. This will see individuals nominated by Community Leaders to share their inspirational stories across both Shock Absorber and This Mum Runs social platforms.
Shock Absorber also retails a selection of its best-selling running bras on the This Mum Runs online store, giving runners the opportunity to enhance their running experience – with support and comfort.