Eurobike 2014: BRG Sports Invests in MIPS


Multi-directional Impact Protection System (MIPS) helmet technology has been in existence since 2001, and the Swedish company just received a minority investment from California-based BRG Sports, parent company of well-known helmet makers Giro and Bell. The announcement was made at the 2014 Eurobike Show in Germany yesterday.

Not only will BRG Sports introduce several MIPS-equipped helmets under its own brands, it will continue to license the technology to several competitors, including Scott, POC, and Lazer Sport, among others.

“We are stakeholders, but they still have right to license MIPS to any of our competitors. We don’t have any say in that,” said Dain Zaffke, Giro’s director of marketing to industry trade publication Bicycle Retailer & Industry News. “We really believe in it. We believe it’s a step forward in helmet design.”

The MIPS layer is a low-friction layer between the head and outer foam that allows the helmet to slide relative to the head in a glancing impact.

Giro will introduce five new MIPS models this fall: the Sutton urban helmet; the Feature and Feather, men’s and women’s XC-style helmets; and the Savant and Sonnet, men’s and women’s road helmets. All models will retail for $95 to $110. Bell plans to offer MIPS on its Super, Super 2R and Stoker helmets; prices are unavailable at this time.

MIPS AB was founded in 2001 by five specialists in the biomechanical field from the Royal Institute of Technology (KTH) in Stockholm, Sweden. The company has extensive technological and medical expertise focused on preventing head injuries. According to the company, MIPS AB has extensive knowledge concerning head and neck injuries, a result of its managements’ 30 years’ experience in the area.


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