Shock Absorber gives support to Alzheimer’s Society in the Bupa Great Run Series

Research commissioned by Shock Absorber shows that during running, breasts move in a continuous figure of eight pattern. Repetitive motion such as this puts strain on the ligament in the breast and leads to irreversible sag. A normal bra only reduces bounce by 34% but a specialised sports bra, such as the new RUN bra from Shock Absorber can achieve an overall bounce reduction of up to 78%*.

Shock Absorber's Assistant Brand Manager, Lisa Yeoman, said:

'Shock Absorber is very proud to be part of the Bupa Great Run series. A good sports bra is an essential piece of running kit for women allowing them to focus entirely on their performance during their run. I know from personal experience how important Alzheimer's Society's work is and we're delighted to be able to support them in this way. We wish all the female runners taking up this challenge the best of luck!'

This is the second year that Alzheimer's Society has been the nominated charity for the Bupa Great Run Series and almost half of their 9,500 fundraising runners are women.

Alzheimer's Society Director of Fundraising and Marketing, Jo Swinhoe, said:

'We really appreciate the efforts of everyone who fundraises for us as we rely on voluntary income to support people with dementia and their carers and undertake our vital dementia research. For our female runners, a good sports bra is as essential as trainers to avoid discomfort or injury so we're delighted that Shock Absorber have been generous in offering our runners this opportunity.'

At 11.30am, on Thursday 2 September, Britain's Got Talent TV belly dancer and broadcaster Sophie Mei will pose for photographs modelling the bra from the Shock Absorber range that she will be wearing in the Bupa Great Yorkshire Run in Sheffield on 5 September.

If you would like to send a representative, please contact Jayne Phenton on 020 7423 3595 or 0774 704 6750.

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* Research Reference: University of Portsmouth 2009 (Scurr et al) - tested against no bra condition and related to style 5044

Notes to editors:

For enquiries please contact:
Alzheimer's Society                                        Shock Absorber                     
Jayne Phenton                                               Lisa Yeoman
T. 020 7423 3595                                          T. 01483 291450                             
E. jayne.phenton@alzheimers.org.uk            E: Lisa.yeoman@dbaeu.com

Alzheimer's Society:

• One in three people over 65 will die with dementia
• Alzheimer's Society research shows that 750,000 people in the UK have a form of dementia, more than half have Alzheimer's disease. In less  than 20 years nearly a million people will be living with dementia. This will soar to 1.7 million people by 2051
• Alzheimer's Society champions the rights of people living with dementia and the millions of people who care for them
• Alzheimer's Society works in England, Wales and Northern Ireland
• Alzheimer's Society needs to raise money to help people live well with dementia today and for research to find a cure for tomorrow. You   can donate now by calling 0845 306 0898 or visiting alzheimers.org.uk
• Alzheimer's Society provides a National Dementia Helpline, the number is 0845 300 0336 or visit  alzheimers.org.uk
  

Shock Absorber:

• Shock Absorber, the UK's leading sports bra brand, providing expert breast support to active women across the UK. Since the brand launched in 1995 we have been committed to on-going research into the design and development of sports bras, making us leaders in category innovation. The Shock Absorber range offers scientifically proven support and is synonymous with performance, style, comfort and quality.
• Shock Absorber sports bras are available from A-HH cup and 28-44 inch back, so what ever your sport a Shock Absorber sports bra is an essential piece of any woman's sports kit. www.shockabsorber.co.uk