When they took to the field to face the Germans in the Euro Cup final on Sunday, England’s national women’s soccer team didn’t just have the support of the country, they had the support of specially designed sports bras chosen in consultation with scientists.
It perhaps would have remained a hidden secret weapon but for Chloe Kelly’s now-iconic bra-baring celebration after scoring the game-winning goal, which prompted a national conversation in the papers and the airwaves and a massive sales bump for sports bras.
“Cups and trophies: How the bra inspired players to fitting finale,” read one headline in The Guardian. “Now
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