Solution: The sports bra company Shock Absorber commissioned a portion of the breast-health research from the University of Portsmouth. Its Run bra top encapsulates and lifts the breasts in soft, molded cups that control vertical and lateral sway, has seam-free inner elastics to reduce chafing, and stays put thanks to wide straps. When running on a treadmill, a typical sports bra might reduce bounce by about half; tests show that the Shock Absorber reduces it by 78 percent. Panache, a U.K. lingerie company, was inspired by the University of Portsmouth research to do its own tests. Last October, Panache released a sports bra that reduces bounce by 83 percent.