Support every step of the way: Two UK Performance Brands Partner to Champion Women in Sport
Added by Love Business East Midlands | 22 July 2026
Many women invest in running shoes but overlook the importance of a well-fitted sports bra and technical socks.
Two East Midlands performance brands, SPOX (Mansfield) and boobydoo (Derby), have announced a new two-year partnership aimed at improving performance, comfort and confidence for women in sport.
The collaboration brings together two specialist brands with one shared belief: when athletes are properly supported, they perform better. Both brands specialise in performance products that are often overlooked but can have a significant impact on comfort, confidence and performance.
A complete approach to performance
The partnership brings together expertise and education on the right sports bra support from boobydoo and custom-built performance socks from SPOX to create a full-body approach to performance.
While boobydoo focuses on support and fit, SPOX supports athletes from the ground up with performance socks designed to reduce friction, improve comfort and support movement during training and competition.
Built specifically for each sport and athlete
SPOX offers fully custom performance socks, allowing clubs and organisations to tailor every detail:
• Cushioning and padding zones chosen based on the sport
• Sock height and fit customised down to the centimetre
• Material selection based on performance needs
• Pantone colour matching and knitted designs
The result is not just merchandise, but performance kit that athletes actually rely on.
The Sports bra experts
With over 20 years of experience as the UK's leading sports bra specialist, boobydoo is on a mission to educate and empower female athletes and coaches. The brand offers:
- Expert Fitting and Education Services, including a CIMPSA Accredited Sports Bra Advocate Course
- Free virtual fittings
- A curated range: Offering leading brands with sizes ranging from A-K cup.
- Education on how to find the right support
Supporting women’s sport and community
The partnership will support running clubs, schools, teams, fitness communities, businesses and events across the UK, combining local roots in the East Midlands with growing national reach.
National Running Show collaboration
SPOX and boobydoo will work together at the National Running Show 2027, showcasing custom performance socks, co-branded products and engaging directly with running communities. As the official Bra Bar Partner of the show, boobydoo will be offering free professional sports bra fittings to ensure all runners find the right support!
Shaun Wheatcroft, Founder of SPOX:
“We’ve always believed what you wear should actually help you perform. This partnership brings together two brands that genuinely care about performance and community. It just makes sense.”
Rob Merrett, Managing Director of Active Apparel Group (boobydoo):
“At boobydoo, everything we do is about helping women feel supported and confident in sport. Partnering with SPOX allows us to extend that into another key area of performance.”
About SPOX
SPOX is a performance sportswear brand based in Mansfield, specialising in premium running socks and custom products for clubs, events and communities.
About boobydoo
boobydoo is a Derby-based sports bra specialist, helping women find the right support through expert fitting and education.
Image - Victoria Wilcox
