England's bra-baring soccer celebration puts spotlight on breast health

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 bring a sports bra home," read another from The Times, a play on the English soccer anthem Three Lions (It's Coming Home).

Department store John Lewis reported a 130 per cent increase in searches for sports bras following the victorious moment and a 15 per cent bump in sports bra sales from the previous week.

Perhaps the last time a sports bra had such a big moment in soccer was in 1999, when U.S. player Brandi Chastain whipped off her jersey after netting the World Cup final winner against China. 

In fact, Chastain tweeted to her English counterpart on Sunday: "I see you @ ChloeKelly well done."

While much has been made of the iconic moment of bra-bearing jubilation, it has also thrust women's breast health into the spotlight.

"I think it's absolutely fantastic because we spend a lot of our time trying to raise awareness of this important area of women's health," said Joanna Wakefield-Scurr, a body mechanics professor and head of the research group in breast health at the University of Portsmouth.

Wakefield-Scurr's team consulted with the Lionesses before the tournament to help them find the best bra for