(EMAILWIRE.COM, June 27, 2005 ) Chatswood, Australia -- The lingerie market is swamped with push up bras and sports bras, there's even underwire push up sports bras now, (God knows why we need cleavage to do a step class..), but there's nothing in between. We've been told for 50 years that the only way to get "proper" support is to wear an underwire and we've been subjected to all sorts of tricky terror tactics to make us buy them. Consider for a moment how fear has been used to sell sports bras recently.
Using scare tactics to sell Sports Bras
This ad appeared in Woman's Day last year:

"By not wearing a XXXX Sports Bra ... sustained movement such as bouncing, stretching or jolting can cause irreparable damage to the delicate ligaments in your breasts. The unfortunate results? Permanently sagging breasts."

Look closely at the words they are using ‘irreparable, permanent, damage’. These are scare tactics without any basis in reality. It plays on women's conditioned insecurities about their body image. By using this extreme, melodramatic language they are frightening women into believing that they NEED this sports bra. If you sell women a body image which is unattainable you have the perfect marketing tool because it keeps women in a constant state of dissatisfaction.

Sports Bra study
One company actually tried to prove their point with a "scientific" study. What they did was to measure the movement of the breast while running. They measured the actual distance that the breast moved. After they got some measurements they cleverly changed the wording from "breast movement" to "breast damage". They then announced that ‘This underwire sports bra will reduce damage to the breast caused by running, by 53%'. How they managed to ascertain the percentage of damage is beyond me. What was the control in the experiment? Did they hold one breast still while the other wobbled?

The Z-Bra Sports Bra
Sports bras have come a long way in the last 20 years. From the simple jog bra to the most complicated contraptions which are so tight you can’t even breathe in them. The obsession with support has over ridden the need to be able to take a big deep bucket breath, which, after all is the whole point of exercise in the first place. Bodywise has imported an extraordinary new sports bra called the Z-Bra sports bra. This sports bra provides the strength and support you need for high impact sports, but also allows you to breathe deeply without feeling tight or restricted.

The Z-Bra sports bra is an amazing high tech sports bra that is so breathable, light weight and comfortable that it's a joy to wear. It has flat seams to prevent chaffing, is latex free and uses the latest moisture management control by Du Pont Lycra and CoolMax. The Zip front fastening with action back is ideal for shoulder movement for both sports action or where movement may be limited by injury or impediment. The Z-bra sports bra distributes the pressure so evenly that it provides incredible comfort and the level of firm support required for exercise and sports.

Our Z-bra Sports bra is available in a variety of sizes now at the Bodywise site.

http://www.bodywise.com.au

Contact Information:
Bodywise Emporium
Emily Simpson
Tel:
Email us


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