Boob Protect

New Canaan Couple’s Breast Protection Device Lands in Prominent Retail Store

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A New Canaan couple’s athletic brand, Boob Protect, has landed its first retail placement at Darien Sport Shop. 

A breast protection insert for female athletes, Boob Protect was co-founded by town resident Christian Murphy and his brother-in-law, Matt Plavoukos, in January 2025. The idea was inspired by Murphy’s childhood friend, who originally founded the product “Boob Armour” in Australia. Christian Murphy and his wife, Stacy Murphy, who serves as COO of Boob Protect, have spent months researching and pitching their product, ultimately culminating in this new partnership with Darien Sport Shop. “It’s hard to overstate the significance of this partnership; it’s huge,” Christian Murphy said of his product finding a new home. “To be in such an established, iconic Fairfield County institution in Darien Sport Store is a huge vote of confidence in the product and the need to offer breast protection for female athletes.”

He continued: “The visibility this placement will bring is extraordinary and will help raise awareness for breast health in women’s sports.”

Christian Murphy detailed the process of putting Boob Protect on the store’s walls, describing that his team reached out to Darien Sport Shop, and the store was incredibly receptive to the idea.

Business

New Canaan Couple Launches Breast Protection Insert for Female Athletes

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Christian Murphy had no idea that sending a message of support to his close childhood friend from Australia would lead to a new passion in his life. The former A+E Global Media employee was looking through LinkedIn one day in 2023 when he came across the inspiring story of Suzie Betts, Christian Murphy recalled. “I hadn’t been in touch with [Betts] for a very long time, but saw that she had recently undergone multiple surgeries and biopsies to address what were non-cancerous but extremely painful lumps in her breasts,” Christian Murphy told NewCanaanite.com Monday during an interview at New Canaan Library. “Based on this experience, she had developed a product to protect other female athletes so they wouldn’t have to go through the same experiences that she did.”

He continued: “I really admired what [Betts] was trying to do. She was trying to address a major problem in our society: a lack of funding and support for the proper equipment in female sports.”

Betts had her first surgery in 2018 and then, after conversations with her own daughters that showed a need for additional breast protection in youth sports, founded her product as ‘Boob Armour’ (later ‘Boob Protect’) in 2021.