WE UNVEIL THE INFINITY POWER BRA
Shock Absorber launch a new innovation, the InfinitY Power Bra a sports bra that offers ultimate breast control with 100% freedom of movement. The new design takes feedback from their customers, creating an innovative support system which anchors the breasts to the "centre point" of the body, instead of relying on the shoulders and sides.
The result is 80% bounce reduction, as tested by Portsmouth University. The unique Y-shape back construction delivers on an adjustable fit and freedom of movement around the shoulder blades.
WE UNVEIL THE ULTIMATE RUN BRA PADDED
Shock Absorber launch a new adaptation of its best-selling Ultimate Run Bra, the Ultimate Run Bra Padded. The new design boasts moulded, breathable cups for an enhanced shape and support. From beginners to experienced marathon runners, the Ultimate Run Bra Padded is designed for all. It provides unrivalled friction-free comfort, boasting high performance fabrics with Dry Action System, which are seam free to eliminate chafing. The padded, adjustable ladder straps ensure a comfortable fit whatever the distance.
ULTIMATE FLY BRA LAUNCHES
We launched our innovation featuring patented technology. Our Cross Control technology combines laser cutting, bonding and moulding to offer high impact support with total comfort. It's so light and supportive you will forget you are wearing a sports bra, allowing you to focus solely on your performance.
WE GET A MAKEOVER
We begin the Olympic year by revealing a dynamic new look for our logo and brand.
RUNNING? SERVING? THROWING?
Groundbreaking new research commissioned from the University of Portsmouth leads to the creation of our sports specific range. For the first time runners, racket sports players and ball sports players get specialised support for their body in movement.
3D BREAST MOVEMENT RESEARCH
Pioneering research on breast health was commissioned by Shock Absorber and conducted by the University of Portsmouth (Scurr and al). 3 dimensional breast movement was tracked using infrared cameras which provided key insight into importance of sports bra support whilst exercising. Since this original research was carried out, Shock Absorber has tested all new styles at the University of Portsmouth to measure their reduction in breast movement.
A FRESH FACE FOR THE GAMES
Longjump champion Jade Johnson becomes the new spokeswoman for Shock Absorber to celebrate the 2004 Athens Olympic Games, promoting the importance of wearing a sports bra though a national schools programme.
ONLY THE BALL SHOULD BOUNCE
Anna Kournikova becomes the face of Shock Absorber, fronting a UK-wide ad campaign to educate women on the importance of wearing a sports bra.
READY FOR LAUNCH
Having developed a collection of sports bras designed to different impact levels, with a wide range of style choices and cup sizes up to G, Shock Absorber is launched with endorsement from sporting legend Sally Gunnell.
RESEARCH INTO ACTION
Research carried out at Edinburgh University prompts the development of the original Shock Absorber bra. Designed to counteract the negative effects of exercise on women's bodies, it's a unique breakthrough for athletes and sportswomen worldwide.