Sports Bra Maker CW-X Apologizes to Men in New Campaign

A bold new interactive advertising campaign from New York-based Wacoal Sports Science Corporation, makers of CW-X® Conditioning Wear (, is set to run on for CW-X Sport Support Bras.

Media Contact:

Jamie Gribbon
Blumenfeld and Assoc. PR
203 655 1600;

John L.A. Wilson
Wacoal Sports Science Corp.
212 743 9662;


Interactive Banner Ads Show Happy Women, Sad Men When No Breasts Bounce

NEW YORK, N.Y. (May 1, 2008) – “My new CW-X Sport Support Bra keeps my breasts so firmly and comfortably supported that now I can run without my boobs bouncing all over the place. Which is great for me, but not so good for certain other people,” says the female runner in a bold new interactive advertising campaign from New York-based Wacoal Sports Science Corporation, makers of CW-X® Conditioning Wear (

The company's parent, Japan's Wacoal Corp., is one of the world's largest intimate apparel manufacturers and sells over 35 million bras a year, providing CW-X with strong bra “lineage.”

The Web-based banner ads, which will run in May on the Web site of Runner's World magazine (, demonstrate how CW-X sports bra technology keeps breast motion to a minimum, leaving women happy, and those who would ogle them, well, crestfallen.

The majority of active females are looking for the “holy grail” of a supportive, yet comfortable sports bra, and the CW-X product and marketing responds to this consumer desire.

“No more free shows here”

The ironic interactive campaign is called “The Apology Letter” and features a female athlete reading to the men and women who usually stare at her bouncing breasts. She tells the gawkers they'll no longer get such pleasure due to her new extra support CW-X bra.

Interactive features include animations that provide information on product benefits when moused over. Click and oral descriptions start to play. Several other characters including a construction worker and a doctor come into play throughout the spot, which opens with the woman jumping up and down and marveling at her more stable breasts.

The ads will run during the month of May and were created by CW-X's advertising agency, Walrus (, and its all-female creative team that personally wear-tested the CW-X sports support bras.

Beyond May, the campaign will expand into more online advertising placed on active sports enthusiast Web sites.
View the banner ads in advance of the launch by logging onto:

“The approach is a real departure for us. But we wanted to be a little bit edgy with our message that excessively bouncing breasts are bad for a woman's comfort and physiology, not to mention her psyche,” said Wacoal Sports Science's John L.A. Wilson, president and COO.

“The ads target athletic women seeking technologically advanced sports gear that enhances performance and helps them achieve their goals.”

A complementary print campaign, also created by Walrus, will appear in a selection of vertical sports magazines in May including Runner's World, Shape and Women's Health. The print campaign features the full collection of CW-X sports support bras with a startling close-up of a female athlete wearing multiple sports bras –at the same time – her attempt to get the support she really wants from just one sports bra. The message is clear: CW-X is the one sports bra that delivers both the support and comfort women need.

CW-X applies the principles of kinesiology – the study of human movement – to create a line of athletic wear which functions in concert with the body. Built-in patented Conditioning Web technology supports joints and muscles at critical points to enhance performance and help prevent injury and improve athletic performance.

The CW-X brand is the world's first truly anatomically engineered high performance sports apparel. Wacoal Sports Science has been issued patents for CW-X technology in Japan and Europe, with 15 patents in the U.S. alone.

The product is endorsed by USA Luge, the U.S. Bobsled and Skeleton Federation, world-class master sprinters, adventure racing teams, mountain climbers, ultra distance racers, and the company's Sports Medicine Advisory Board.

The Wacoal Sports Science Corp. is headquartered at 136 Madison Avenue, New York, N.Y. 10016, 212 743 9636,

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Editor's note: For an image of the new campaign, contact Jamie Gribbon, Blumenfeld and Assoc. PR, 203 655 1600,


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