43% of women are unaware that not wearing a supportive sports bra while exercising can contribute to breast tissue damage that can cause breast sagging later in life.
Berlei has teamed up with The Monkeys, part of Accenture Interactive, in the launch of its Spring Summer 18’ Sport collection to create a provocative campaign.
The campaign, called Stop Your Boobs Playing Their Own Game, demonstrates the impact a wide variety of sports have on women’s breasts when they are not wearing a supportive sports bra.
It is targeted at women of all ages, with a range of varying breast sizes and who play all varieties of sport. It aims to educate and empower women to care for, and invest in, the health of their breasts by choosing the right sports bra to support them during their chosen exercise.
The ad is based off the insight 43% of women are unaware of the impact not wearing a supportive sports bra while exercising can have on the breasts. Wearing an unsupportive bra during exercise can contribute to breast tissue damage which may lead to breast sagging later in life.
Berlei marketing manager Andrea Michelle says: "From our extensive research and expertise, there was a simple truth that we knew better than anyone: not only do boobs move a lot during exercise, they also move differently in every different sport women play.
“Without the right bra women’s breasts are getting knocked around almost as much as the balls they’re playing with.”
The Monkeys creative director Barbara Humphries adds: "When playing different sports, the right sports bra is as important to our comfort and performance as the shoes on our feet. A good bra does make a difference, and there’s none better than Berlei.”
The campaign launches this week on broadcast and digital platforms.