Unshakeable Support : Shock Absorber Were
Running Things At The 2025 London Marathon
When over 56,000 people took to the streets of the capital, it was more than just a race. It was a city-wide celebration of endurance, power, and purpose. For Shock Absorber, the iconic, high impact sports bra brand, it was the perfect moment to bring its SS25 Unshakeable campaign to life. This is how they absolutely ran with things.
News → Charlotte Andrew – 10th July 2025
Designed to highlight the critical need for proper support for women in sport, the campaign wasn’t just about product placement. It was about movement. Through a multi-layered activation, the brand connected with its audience in ways that felt simultaneously grounded and elevated.
At the centre of the Unshakeable campaign, fittest.pr crafted an experience that spanned digital and IRL - from curated influencer moments to a press-facing run club activations. Every detail was intentional and every touchpoint told a story.
As part of this considered strategy, fittest produced and handled execution across ambassador management, run club activation, goodie bag sourcing and editorial content.
A 360° Approach To Sports Bras
In anticipation for the Marathon, Shock Absorber & fittest hosted a 5km community run that perfectly blended fitness, media, and product testing. The guest list was intimate yet impactful, bringing together 18 attendees, including three top-tier journalists and 15 influencers from wellness, lifestyle, and performance circles.
Attendees were invited to take part in a virtual fitting from Shock Absorber beforehand, giving them the chance to test Shock Absorber bras firsthand at the event. With respected media titles such as Women’s Health UK, The Telegraph, and Hypebae in the group, the event quickly transcended being just a warm-up for the run. It evolved into a full brand immersion, feeling effortless, social, and completely in tune with the empowering ethos of the Unshakeable campaign.
Complementing the community run and Shock Absorber Expo, fittest.pr curated premium goodie bags tailored for the “sporty cool girl”, someone who balances wellness, performance and style. Inside, recipients found products including Garnier’s SPF, masks, and body cream; Free Soul protein bars and electrolyte sachets; Weleda’s muscle recovery balm; Eyam’s depuffing eye cream; and Champion apparel items.
Expert Advice On Sports Bra Fitting
A Female Community In Motion
To document this amazing campaign, we enlisted the creative talent of Rebecca Andrews, an experienced female photographer and videographer, who captured every moment, from the marathon expo fittings and shakeout run to the final stretch on race day with our chosen ambassador. Navigating the typical challenges of live event coverage, Rebecca delivered a striking collection of visuals that brought the heart of the campaign to life. In post-production, we shaped her work into a cohesive, high-impact narrative that pulsed with energy, authenticity, and strength.
At its core, the Unshakeable campaign was never just about performance wear - it was about performing with purpose. Through strategic ambassador content, engaging events, and meaningful product storytelling, Shock Absorber forged connections with its audience that were deeply resonant and relevant.
The results spoke volumes:
> Over 20 pieces of organic influencer content
> A total social reach exceeding 75,000
> Extensive coverage across Instagram and TikTok
> Strong media turnout and overwhelmingly positive brand sentiment
By the time the last runner crossed the finish line, this campaign proved that when it’s done right, support doesn’t just follow the movement. It fuels it.
Crossing The Finish Line
