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.

Boob Protect. Contributed
Boob Protect is a polyethylene foam product that wraps under the arm, directly against the skin, to provide protection and stability. The inserts come in six different sizes and can be used at all ages of female sports. It is already being used in sports such as soccer, basketball, softball, volleyball, field hockey, and much more.
Christian Murphy thought Boob Protect would be a perfect starting opportunity for his New Canaan-based company, Aussie Brands USA, which launched in January 2025. The company aims to help Australians promote their brands in the United States. Murphy, a town resident, moved here from Australia in 2008.
In partnership with Betts, Christian Murphy co-founded Boob Protect with his brother-in-law, Matt Plavoukos, in January 2025. They currently sell the product on their website and Amazon. His wife, Stacy Murphy, works as the company’s COO.
“The product is used in basketball, rugby, cricket, and a bunch of other sports in Australia,” Christian Murphy said. “We brought it to the USA because it’s a prevalent problem that needs fixing on an even larger scope. Females that play professional, college, high school, and youth sports all need the protection that Boob Protect provides.”
According to a 2018 study published on the Boob Protect website, 47.9% of US collegiate female athletes reported having at least one significant breast injury in their careers. However, less than 10% reported it to their coaching or medical staff.
These breast injuries sustained while playing sports “can lead to issues with milk production and cause deformities or asymmetries,” Christian Murphy said.
Stacy Murphy said that as a woman who played sports in high school and college, “I was not aware of what kind of impact just a little bit of support could have on girls and women playing sports.”
“Research came out that made the sports bra popular, and now we view Boob Protect as the next step in protecting female athletes,” she said.
The New Canaan couple is working full-time on this project, as they have a vision to help their community and the broader society of female athletes, Stacy Murphy said.
“We want to encourage more conversations around breast protection in female sports,” Christian Murphy said. “Most people, especially the colleges we are currently talking to, spend unbelievable amounts of money on athletic equipment; however, most of that funding goes to male sports.”
He continued: “Boob Protect is a cheap piece of protection that will last forever and greatly benefits all female athletes. It should be a no-brainer.”
Boob Protect can be purchased here.