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Shock Absorber, the UK sports bra brand, has revealed a 19 per cent year on year sales increase over DB Apparel’s last three quarters
Despite tough economic conditions and questions over the impact of the Olympics on sports participation, women appear to be embracing the need to wear a sports bra. They are turning to quality sports products that they can trust such as Shock Absorber which is known for superior support, fit and innovation.
Shock Absorber has focused on reaching its target audience through media, PR, sponsorship and events.A recent brand health study revealed a 167 per cent rise in brand awareness since 2009 showing that the brand’s approach is paying off.
2012 is going to be an exciting year for the brand, which has recently re-branded with a fresh new look. A significant media campaign is underway in both sports and glossy titles, and a new website is due to launch followed by a social media lead campaign to engage active women at a key time for the UK. This marks the biggest investment in Shock Absorber’s marketing in recent years.
Paul Devin, General Manager DB Apparel UK commented: “It’s fantastic to report double digit growth in such tough economic times. As the UK’s number one sports bra brand we are proud to be significantly outpacing the sports bra category growth. We’re excited about investment plans for the Olympic year and beyond and are confident that we represent the best choice in sports bras for the consumer.”