Shock Absorber undergoes a re-branding

Sports bra brand Shock Absorber has undergone a re-brand with a refreshed brand logo which incorporates a new face and fresh photography.

Kimberly Zakine, an ex-professional tennis player, will model for the brand from January 2012.

Celebrity photographer Giampaolo Vimercati captured the of Zakine for the new campaign, which was shot at an exclusive tennis club in her home city, Paris.

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Zakine, who boasts a sporty physique and full bust, will appear in marketing and advertising material for the brand.

Shock Absorber will also progress from the previous support level chart to new product segmentation.

The new ‘Active’ and ‘Ultimate’ segments have been designed to ensure the range is easier to understand and simple to shop.

Shock Absorber senior brand manager Kirsty Kothakota said: “This is an exciting year for the brand. Our new model Kimberly is confident, empowered and full of energy and this comes across in the imagery. This, along with the revised logo and icon, really helps cement our image as a credible sports brand. We are looking forward to supporting our retailers to roll the new branding out to their stores.”

The re-brand will be supported with updated fixtures, POS and a new website, which will launch later this year. The website will be supported with PPC and SEO.

The breast health team at the University of Portsmouth continue to test the support of all Shock Absorber products.

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