Padding in cycling shorts is called chamois (sham-wah. kinda like the Sham-wow guy, come to think of it!). It's what makes cycling shorts cycling shorts.
Just curious -- while I agree that this is the correct pronunciation of the word "chamois", I have never, ever heard anyone refer to the "cham-wah" in bike shorts. I've only ever heard it pronounced in that context as a "shammy." Is this a regional thing?