Are expensive sports bras worth the money?

Buying a sports bra can be a baffling experience, not least because of the marketing terminology which is full of buzz-phrases like 'high intensity support', 'specialist materials' and 'racer backs'. 

Listener Teresa has seen sports bras ranging in price from just a few pounds to three figures and wants to know if paying more means you get greater support.

Greg speaks to Professor Joanna Wakefield-Scurr, 'The Bra Professor', to take a deep dive into the science and find out more. Can one sports bra suit all sports, like running and yoga? Does the support reduce over time? And when should you wash or replace your sports bra?

If you’ve seen an ad, trend or fad relating to another consumer product and wonder if there’s any evidence to back up a claim, then email us: sliced.bread@bbc.co.uk or you can send a voice note to our WhatsApp number: 07543 306807

Presenter: Greg Foot
Producer: Emma Salkeld

Sports Bras

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While Sliced Bread takes a break we serve up… Toast. A study of the spectacular failures of brands which had promised so much to consumers.    

In each episode, the presenter and BBC business journalist Sean Farrington examines one big idea. What did it promise? Why did people back it? Why did they get burnt?  

The new series of Toast starts on Thursday 4 April, 2024 by looking at the roadside restaurant chain Little Chef.

Some of the world’s most successful businesses have also brought us some of the world’s most remarkable failures. So, what led them to be toast? And what can we learn from their stories today? 

Sean unpicks all the early optimism, hype and ambition. He learns about the tremendous success of a brand before hearing how it faltered, with help from expert commentators and people who were directly involved. How do they view things now and what, if anything, could have been done differently? 

The self-made millionaire and serial entrepreneur, Sam White, is alongside him, analysing the missteps that changed a brand’s fortunes and reaching her own, often instructive, conclusions.  

From big tech to high street retail and, of course, food, Toast tackles the business ideas that, one way or another, ended up cooked. 

Sliced Bread returns for a new batch of investigations on Thursday 9 May, 2024. In the new series, Greg Foot will investigate more of the latest so-called wonder products to find out whether they really are the best thing since sliced bread. In the meantime, Toast is available in the Sliced Bread feed on BBC Sounds.

Toast is a BBC Audio North production for BBC Radio 4.

Sports Bras

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