World Cup Champion Aksel Lund Svindal Signs with Sweet Protection

 



Norwegian two-time World Cup champion and Olympic gold medalist Aksel Lund Svindal has entered into a partnership with Norwegian power brand Sweet Protection. The super star skier will be wearing the new Rooster Corsa, certified accourding to FIS standard equipped with the unique MIPS® Brain Protection System (BPS). With MIPS outstanding ability to reduce and prevent concussions Svindal´s helmet takes safety within the World Cup circuit to a totally new and previously unheard level.

The new Sweet Rooster Corsa, is hand crafted in Italy. The helmet, made from pre-preg carbon and thermoplastic fibers, is baked in an autoclave, the same technique used to make Formula 1 racecars. The Rooster Corsa will make its alpine World Cup debut when Aksel Lund Svindal drops in at Sölden, Austria on October 27, 2012.

“Skiing with the Rooster Corsa feels very natural. That is not just because of the light weight and the low volume and the fit, but also because of how well you can hear and feel the elements when skiing. How can a helmet that is so light and offers such a low volume still offer great protection? I actually had to look at the test results twice” says Svindal.

The MIPS Brain Protection system was developed by a Swedish neuroscientist to address angled impact and rotational forces to the brain. Concussions and brain injuries are often caused by rotational violence to the brain during a head impact. MIPS BPS utilizes a low friction layer to absorb much of the energy created by oblique blows to the head. By mimicking the brain’s own protective mechanisms, MIPS can significantly minimize brain injuries in connection with angled impacts and rotational violence. The Royal Institute of Technology (KTH) of Sweden has conducted tests concluding MIPS helmets can significantly minimize brain injuries—up to 50 percent in some studies.

“Sweet is pure helmet art and their focus on safer helmets makes them an optimal partner for us,” says Niklas Steenberg, CEO of MIPS AB. “Having Aksel wear the first World Cup helmet with MIPS BPS is a dream come true and we could not have wished for a better ambassador. The sport is in great need for safer helmets and this will most likely speed up the process.”

Since Sweet Protection introduced its first helmet twelve years ago, Ståle Møller, key founder and Head of Design and Development and his crew have worked every day to develop the best possible helmets that combine low volume and weight with great protection capabilities.

“Adding MIPS BPS to our helmet line makes perfect sense. We are obsessed with making safer helmets and MIPS addresses the single most important issue in helmet today by reducing rotational forces to brain thereby reducing the risk for concussions and other more severe brain injuries” says Ståle Moller

MIPS is the global leader in helmet safety technologies with its revolutionary and patented MIPS Brain Protection System BPS ™, substantially upgrading helmet safety by reducing rotational forces to the brain during an impact. MIPS supplies its patented MIPS system to manufacturers of motorcycle, equestrian, ice hockey, American football, bike and ski/snowboarding helmets all over the world. MIPS was founded in 2001 and has its roots in biomechanical and neuroscience research at the Royal Institute of Technology and the Karolinska Institute in Sweden, two of the world’s leading technical and medical universities. The company is based in Stockholm, Sweden.
For more information on MIPS visit: http://mipshelmet.com

About Sweet Protection
Based out of the small village of Trysil, in the midst of the Norwegian wilderness and close to the mountains, the Sweet Protection crew has been developing helmets, protection gear and technical clothing since 2000. The multi-award winning team of designers, skilled technicians and amazing team of riders have pushed the envelope of what’s possible with functional equipment.

Contact information
For interviews or questions, please contact:
Ståle Møller (Head of Design and founder), tel. +47 975 69 633.
Atle Enberget (Head of Sales), tel. +43 6645455406
Ola Keul (Marketing Manager), tel. +47 913 61 916.

Visit Sweet Protection online at www.sweetprotection.com or Facebook, www.facebook.com/sweetprotection.