LONDON, September 11 /PRNewswire/ --

THE PROBLEM: Lack of support for exercising women's breasts.

The prospect of irreversible breast sag and breast pain faces
9.5 million women out of the 12 million that are currently exercising
regularly because they do not protect their breasts properly.

THE SOLUTION: Shock Absorber Sports bras. Check out

http://www.shockabsorber.co.uk/bounceometer
Shock Absorber understand women and their exercise needs and are constantly
researching and redesigning sports bras to literally support their every
need. Shock Absorber use their extensive knowledge of bra design with
in-depth research carried out at the Shock Absorber Sports Institute (at the
University of Portsmouth) to develop comfortable, supportive and stylish
sports bra's that span cup sizes A-G.

FACTS:

- The research at Portsmouth University was commissioned by
Shock Absorber in order for Shock Absorber's sports bras to provide women
with the best support possible whilst exercising.

- A Shock Absorber sports bra can reduce movement up to 74%

- A Shock Absorber Sports bra is 40% more effective than a normal T
shirt bra

- All breast should be supported not just large breasts, the bounce
reduction in movement for an A cup was recorded at 59%.

By exercising without wearing a Shock Absorber sports bra,
women are putting unnecessary strain on their breast and are in fact causing
irreversible damage. Yet out of the 12 million women in the UK that strive to
keep their bodies, fit, youthful and healthy through exercise, 9.5 million of
them are not wearing a sports bra, therefore accelerating the breast sagging
process.

The problem is that within the breast there are only two
supporting structures keeping them up: the overlying skin and the connective
tissue, known as the Coopers ligaments. Repetitive stress over time, such as
that caused by exercise, stretches the Cooper's ligaments and skin
consequently reducing the support mechanisms of the breast, ultimately
leading to sagging of the breast.

SASI, The Shock Absorber Sport Institute, recently carried out
pioneering research, with the help of several independent bodies, to assess
the 3D movement of the breast experienced while women exercise. The research
also looked at how much Shock Absorber bras could reduce 3D movement compared
to a normal bra and no bra whilst exercising.

It was revealed that the movement of the breast without
support can be up to 14cm and is not restricted to vertical movement. The
research was recorded across all levels of exertion and movement of the
breast exists no matter what the cup size or movement levels are. The stress
put on the boob will in the short-term cause discomfort and in the long term
sagging.

The Shock Absorber bras reduced movement considerably across
all cup sizes and levels of movement. On average across all recorded results
a Shock Absorber bra is 40% better support than a normal bra noticeably
reducing bounce. Shock Absorber product successfully reduced bounce in all
test situations.

This is a call to action - All women who exercise should be
wearing a Shock Absorber sports bra, whatever size breast they have and
whatever level of exercise they are doing.

Notes to editors:

Facts:

- Currently the UK average breast size is recorded at 36D.

- The average breast weights in at approximately 300g each!

- Exercise causes bounce.

- Bounce increases the chance of premature sagging of the breast by
stretching the Coopers Ligament.

- Size doesn't matter

- Sort of exercise doesn't matter