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Why Triumph's Triaction Campaign Reshaped the Landscape of Sports Bra Advertising

Goals and objectives

When a woman runs, her bust moves between 7.5 cm and 20 cm up and down and sideways. This makes it crucial for her to have proper support and wear a correctly sized sports bra. At the same time, we know that 7 out of 10 women wear a bra in the wrong size. 

Triumph wanted to do something about this and help Danish women find just the right bra so they get proper support when they engage in sports. The campaign aimed to raise brand awareness and generate involvement and trials of Triaction sports bras among the target group of women aged 30–60.