Aiming to make it easier for brands and consumers to choose and diversify its products, Mips, the helmet safety specialist, has launched a new product range. This seeks to better define its helmet safety products and classify each based on their intended uses.
As part of the updated classification system, all future Mips-equipped helmets will be branded with the new product class and include a new hang tag, designed to inform and educate consumers about Mips.
The new and simplified product range consists of five classes:
- MIPS ESSENTIAL,
- MIPS EVOLVE,
- MIPS ELEVATE,
- MIPS INTEGRA and
- MIPS AIR.
Each of these were previously standalone Mips products under more broad usage categories (sports, moto and industrial safety). This more specific approach to defining Mips products will aim to guide brands and consumers, and help anyone looking to purchase a helmet select the one best suited to their needs without compromising safety.
Mips has a growing focus on educating consumers around the world and empowering them to make more informed decisions when purchasing a helmet. Historically, Mips has been a B2B-focused company; the updated product range is seen as another step towards a more consumer-centric brand identity.
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 focuses on rotational energies and cooperates with 111 helmet brands that offer more than 583 models equipped with Mips’ system on the global helmet market. The company’s headquarters, with 41 employees in research and development, sales, marketing and administration is located in Stockholm together with a test facility.
