Shock Absorber UK aims to raise the bar for AI innovation in intimate apparel with Brarista partnership

AI powered platform Brarista has announced a new partnership with Shock Absorber UK, a sports bra brand based in the UK.

“Our goal was to remove the guesswork from sports bra shopping. By integrating Brarista, we wanted to provide our customers with instant, expert fitting advice ensuring every woman finds their perfect Shock Absorber style and a supportive fit with total confidence,” says Jessica Grace, Marketing Manager & Expert Sports Bra Fitter.

Shock Absorber has launched with Brarista's full AI fitting chatbot, giving every shopper access to expert, conversational fit guidance across its site. From sport specific recommendations and impact level guidance, to first bra purchases and post-surgery support, the chatbot handles the full range of questions that a generic AI tool or static size chart cannot.

In an online post, Brarista said: “Having worked with boobydoo - part of the same Active Apparel Group - since last summer, this feels like a natural and exciting next chapter in ou growing sports bra expertise. If the UK's number one sports bra brand is investing in AI bra fitting, it might be time to ask why yours isn't. As Jess puts it, “The Brarista team has been an incredible partner throughout our portfolio. Their support during the Shock Absorber setup was seamless; they are highly responsive, and understand our brand requirements.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.