In January 2007, Shock Absorber wanted to people buy their new sports bra. They asked for our help. The answer lay in science, and the ‘Cooper’s Ligament.’

‘Bounce’ whilst exercise stresses the Cooper’s Ligament – an elasticised muscle which if stressed too much causes not so pleasing ‘sag.’

So the ‘Bounceometer’ was created – an online device designed to allow women to see how their breasts move whilst doing different forms of exercise.

Traffic to Shock Absorber’s website changed overnight from 2,500 to 2 million visitors in one month. Debenham’s – the exclusive stockist – doubled sales overnight and rolled out the product across stores immediately. Shock Absorber quickly became the country’s best selling sports bra.