News of the JoeyBra has spread quickly around the Internet ever since GeekWire’s Rebecca Lovell broke the news of the undergarment for holding phones and credit cards, unveiled by two University of Washington students at the recent UW Business Plan Competition.

But no one has covered the story quite like this before. For one of his “Let Jesse Buy It” segments this past week, KING 5 consumer crusader Jesse Jones purchased one of the JoeyBras and had two members of Seattle’s Rat City Rollergirls try it out during a recent practice session.

As you can see in the video above, the results were somewhat mixed, with the phone falling out in one case. Then again, the bra was designed with partying college girls in mind, and a wild as those sorority shindigs may get, nothing is quite so crazy as a bruising spin around the short track.

Watch to the end for a funny exchange in the studio, when Jesse holds the bra up to his own chest and jokes that he might get some use out of it.

“There’s going to be a picture of that on the Internet now,” warns anchor Dennis Bounds.

Gee, who would post such a thing on the Internet?

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  • Guest

    Congratulations to JoeyBra’s inventors on this viral creative! Integrating this new product with both Rat City Rollergirls and KING-5 are excellent plays to get this product in the eyes of willing consumers.

  • Kendra Kroll

    I’d like to see these gals try out PortaPocket in this capacity…we’ve had parkour aficionados, motorcyclists, horseback & roller coaster riders use & appreciate it…let’s bring on these roller babes too! :)

  • Guest

    creative? LOL Women keeping things in their bras since bra was invented.

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