After running shoes, the next most important part of a runner’s kit is their sports bra, so why is this critical piece of gear so heavily overlooked? Studies show that 75% of female marathon runners experience issues with their sports bras, and 80% of women suffer from breast pain. Yet, female runners often prioritise expensive running shoes over high-quality running bras that address these issues. But is the real issue their purchasing decisions, or is it the industry failing women?
The footwear industry has poured immense resources into designing running shoes that prevent pain and discomfort, allowing runners to perform for longer and run faster without blisters. Since foot-related running issues affect all runners, solving this became a priority. Over time, advancements in shoe technology led to premium products that runners were willing to pay for, even at prices nearing £300 ($380). At this price point, some shoes last approximately 300 to 500 miles, meaning ultramarathoners may wear through a pair in just three to five races - excluding training sessions or other runs. Despite the high cost per wear, dedicated runners accept the expense because the shoes provide proven performance benefits and address all their pain points.
Although sports bras address many health and performance issues (read about them here), the same mindset has not been applied to sports bras, particularly those designed for running. While research on breast health and sports bra technology is still advancing, attention to this issue - which impacts half the world’s population - is decades behind anything specific to the male fitness industry. Creating a well-designed, research-backed sports bra that addresses the issues active women have faced for decades requires significant investment. Although the cost is not as high as £300, premium sports bras remain priced higher than what consumers are accustomed to. The average basic sports bra costs £20 to £30, with slightly better-quality options ranging from £40 to £60, and true high-performance bras reaching around £100. Despite being more affordable than elite running shoes, many women dismiss high-quality sports bras based solely on price without considering the benefits.
Would You Trust £30 Running Shoes?
Then Why Trust a £30 Sports Bra?
One major reason for this hesitation is a societal norm of simply putting up with discomfort. The lingerie industry has long been saturated with bras that prioritise aesthetics over comfort, leading women to accept pain, chafing, and poor support as normal. The sports bra industry has followed the same pattern, focusing too much on aesthetics and too little on functionality, leaving women with few choices for sports bras that won’t cause them pain. But just because pain is common it doesn’t mean it’s normal.
Another major factor is the lack of education about breasts, sports bras, and their role in providing support rather than causing pain and discomfort. This knowledge gap starts in school. To read more about the lack of education and how this affects girls’ and women’s well-being and attitude towards sports, read this blog.
Because the industry prioritizes aesthetics over function, even major brands sell low-cost sports bras that reflect their poor quality and failure to provide real support. As a result, women have become accustomed to paying less while repeatedly hearing the same empty promises. When a high-quality sports bra enters the market at a premium price, scepticism is natural - past disappointments make it hard to trust that this time will be different.
What Tigers Eye Is Doing About It
That’s exactly why we at Tigers Eye focus on education and encourage women to try before dismissing it. You won’t truly understand the difference until you experience it yourself. While no sports bra can be perfect for everyone, ours is designed to meet the needs of most active women - those tired of pain, discomfort, and the constant battle against inadequate support. Every woman deserves to move freely, without suffering the consequences of a poorly designed sports bra.
The challenge remains in educating women on why this investment is just as critical as purchasing high-performance running shoes. Science and research must be used to shift the perspective. Just as runners refuse to tolerate blisters, pain, or a drop in performance from their shoes, they should demand the same standards from their sports bras.
So next time you look at your shoes thinking they will soon need to be replaced, we urge you to take a second to think about your sports bras too.
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