Mips Launches Redesigned Brand Website To Put Consumer Education First

Mips, a global leader in helmet safety technology, today unveils its latest effort to make helmet safety more transparent and easily understandable to everyday people. Mips’ website has been rebuilt from the ground up to be a consumer-first experience, focused on making helmet safety education accessible to all.

Mips specializes in helmet-based safety. Based on an ingredient brand model, the Mips® system is sold to the global helmet industry. Mips solutions are patented in all relevant markets and are based on more than 20 years of research and development together with the Royal Institute of Technology and the Karolinska University Hospital in Stockholm, Sweden.

Mips is the leader in helmet safety technology focusing on rotational energies and cooperates with 121 helmet brands that offer more than 729 models equipped with the Mips® system on the global helmet market. The company’s headquarters, with 44 employees in research and development, sales, marketing and administration is located in Stockholm together with the test facility.

The website extends far beyond simple cosmetic changes. Mips’ recent brand evolution can be seen in the website’s language and overall design philosophy, all designed to maximize consumer benefit. For 20+ years, Mips’ brand voice has prioritized the rigorous scientific and technical innovation within the Mips system, but with a renewed focus on educating consumers, the voice is all about making it easier to understand helmet safety.

The website also provides useful resources for consumers looking to find the right helmet, such as a search engine for locating helmets equipped with the Mips® system across 121 brands and 16 categories, as well as a checklist of things to consider when purchasing a helmet.

“As of late last year, more than 20 million helmets equipped with the Mips® system have been sold since Mips’ started as a company in 2001,” says Max Strandwitz, CEO of Mips. “This never ceases to amaze us and we could not be more happy with our success. But in terms of consumer education on helmets and head safety, there’s still a long road ahead for our industry. Many consumers are not equipped to make the best decision when purchasing a helmet. This new website may seem small, but to us, it’s a critical step on our mission to improve helmet safety around the world.”

Earlier this year, Mips announced the reclassification of its entire product lineup to make it simpler and easier to understand for consumers. Mips also recently launched its first-ever athlete-ambassador team, Team Mips, featuring some of the most well-respected athletes in the world: Kate Courtney, world champion cross-country cyclist, as well as her teammates on Team Scott/SRAM; Henrik Harlaut, the most decorated skier in X Games history; Brandon Semunuk, the champion Canadian mountain biker; and the latest addition to the team is Honda’s factory racing squad for the FIM Motocross World Championship: Team HRC MXGP, with the addition of Honda riders Tim Gajser and Mitch Evans.

Visit the new website at mipsprotection.com.