DB Apparel

DB Apparel

Reimagining sports bras


Shock Absorber’s sports bras are market leaders: the support and comfort of these products set the gold standard for the industry. As part of its ongoing efforts to better meet the needs of women, Shock Absorber challenged Innovia to reimagine what a sports bra could be. 


We initially considered the fundamental principles of body movement and explored diverse technological advances in materials, before creating hypotheses for a system that could deliver a completely new approach. Our wide range of prototypes was imaged and analysed at the motion-capture facility at Loughborough University’s Sports Technology Institute.


The success of our leading prototype, combined with its dramatically different design, has enabled Shock Absorber to launch a next-generation high-performance sports bra that looks very different from products on the market today.