1. Beating the ‘bounce’ on patrol! Sports bras – an essential piece of uniform for policewomen? Martina Alexander, Senior Brand Manager

2. Introducing Shock Absorber Launched in 1995 as a result of research by Edinburgh University Edinburgh University’s preliminary research identified a need – Shock Absorber was born! Top athletes Sally Gunnell & Anna Kournikova have helped develop Shock Absorber best selling styles

3. Introducing Shock Absorber The UK’s leading sports bra brand

4. Introducing Shock Absorber

6. Hands up those of you who wear a sports bra when exercising?

7. The official stats Source: Shock Absorber Omnibus, December 2004

8. Breast Health research group headed up by Dr Joanna Scurr Objectives Broaden the understanding of the breast Inform breast support design Raise awareness of an important quality of life issue for women Research conducted by

9. The methodology Physically tested 60+ women, from A to G cup Movement of markers tracked using 4 infrared cameras positioned around the treadmill. Monitored on a running machine at speeds from 5kph to 22kph Relative markers attached to the nipples and the collarbones to track breast movement and % bounce Women wore a normal bra and a range of Shock Absorber sports bras

10. The results Shock Absorber sports braNo bra Collarbone reference markers Nipple markers G cup woman

11. 3D breast movement without wearing a bra Without a bra the breast is capable of moving from 1.89cm during gentle activity to 14.14cm during extreme activity. On average the breast moves 9.08cm during running without a bra.

12. Breast movement findings 3D breast movement (in cm) during treadmill running with no bra, for all cup sizes (cup sizes F and FF are interpolated).

13. The Bounce-o-meter Up to 14.5cm movement (G cup) No BraNormal BraShock Absorber 38% less bounce 74% less bounce

14. The Bounce-o-meter

15. Shock Absorber bras are TWICE as effective as a normal bra!

16. A closer look at the breast Skin Coopers Ligament

17. The breast and long term sagging Once the coopers ligaments have been stretched beyond their limit, no amount of toning exercises can restore them Unsupported breasts during exercise have 2 key negative impacts: – Irreversible breast sag – Breast pain

18. How do they work? Seam structure shapes and supports each breast individually Deep side wings allow the bra to sit firmly against the frame for a firm support Adjustable straps for a secure fit Cushioned straps for added support and comfort EncapsulationCombination Seam structure shapes and supports each breast separately Compression overlay provides support and crop top styling Racer back ensures a firm support All soft cup Designed to fit BOTH cup & back size

19. Sports bras – an essential piece of uniform for policewomen?

20. Surrey policewomen Sports bra worn for exercise7 78% Sports bra worn on patrol2 22% Those not wearing a sports bra wear their normal, underwire bra or no bra! Source: 9 front line policewomen

21. A day in the life of front line response… Walking Jogging Running Jumping Negotiating barriers/hurdles

22. Why the police? Big employer of women – 34,400 women in the police force - 24% of total force * – 33% of all new recruits are female * More active job than most results in breast bounce! Injury prevention – impact could cause wire & plastic to dig into officers body – Other European countries add bras to uniform entitlement *Home Office Police Service Strength report July 2008

24. I’d prefer to wear my everyday bra as I like the look and shape. FACT: Shock Absorber have a range of styles and colours from lingerie styles to crop top and padded.

25. My stab vest compresses my breast and keeps me in! FACT: A stab vest will compress the breast against the chest wall but this will not sufficiently reduce breast bounce. Not as supportive.

26. My stab vest makes me hot and sweaty so I don’t want a thick sports bra underneath FACT: Shock Absorber sports bras are made from performance fabrics

27. My breasts are small so I don’t need support. FACT: Even among 34A’s breast movement is significant, as much as 4cm away from the body, which can still lead to breast sag.

28. There are no sports bras available in my size A – HH cup & 28” – 44” backs FACT: Shock Absorber sports bras are available from:

29. Sports bras are expensive and I’d need a few Shock Absorber sports bras are very good value for money at: £24.50 – £28.50 £24.50 – £28.50

30. Sports bras – an essential piece of uniform for policewomen?

31. Thank you for listening