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Shock Absorber®
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 Shock Absorber® was launched in the United Kingdom in 1995 after research by Edinburgh University found that wearing a sports bra during exercise reduced breast movement by up to 74% – delaying long term sagging. The result was a collection of sports bras designed by a foundations company featuring four support levels - low, medium, high, maximum - based on cup size and activity.
| Since then, Shock Absorber® has become the best selling sports bra in Europe. In 2003, Shock Absorber® was awarded winner in the Sports Category at the UK Lingerie Awards for the fifth year running. The Shock Absorber Sports Institute (SASI) was founded to maintain the dedication to ongoing research and development and to expand the original research into breast movement during exercise. |
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In 2006, Shock Absorber® branched out with the launch of an activewear range. Coordinated, dynamic looks are integral to the new collection. Each piece is designed to enhance body shape and complement whatever you wear underneath.
The target customer is an active woman of any age who seeks excellent quality and ultimate support. From low impact to high impact sports, Shock Absorber® has a full range of |
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sports bras to support A-G cups. Performance fabrics such as Supplex, Coolmax and Lycra are used in their sports bras and active wear and are known for quick drying, wickability, and comfort.
The Shock Absorber® collection is distributed in the U.S. by the NAP subsidiary of Nitches. Sales are primarily to select department stores, specialty sports stores and many lingerie boutiques. The approximate retail price range for all sports bras is between $35 and $55.
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