Press and online ads will go live this week in both sports and leading women’s health and lifestyle publications.
The campaign targets dedicated sportswomen and leverages Shock Absorber’s status as a leading sports performance brand. It is the first campaign to be rolled out under Shock Absorber’s new marketing strategy for Spring/Summer 2010
The ads will be backed by a dedicated microsite, created by independent agency Iris Manchester, aims to promote the message that different sports require different forms of breast support.
It will showcase the range, which is a first to market by Shock Absorber and features specific sports bras for running, ball sports and racket sports, as well as explaining the science behind the range.
Julia Nolan, head of marketing at DB Apparel, owners of Shock Absorber, says: “Even though women’s attitudes to sport have evolved, the sports bra market has not and is still offering generalist sport products. The range is a key launch for us – changing the face of the category – and has been developed as a result of 18 months extensive research into how various sports impact on the body and breast movement. We’ve partnered with iris since 2007 and have always seen great results from their work.”
Nolan was promoted to the newly created position of head of marketing at the lingerie company last month. In her new role, Nolan oversees the Playtex, Wonderbra and Shock Absorber brands, and will join the DB Apparel UK Leadership Team.