Emil Johansson Is Joining Sweet Protection for a new collaborative partnership in 2024 and ahead.
Sweet Protection announces a new partnership with Johansson, one of his generation's most prominent MTB riders. The long-term partnership agreement will focus on developing the next generation of MTB helmets, and Johansson will be deeply integrated into the design and development of new prototypes and put them to the test. Sweet Protection will strengthen their MTB helmet collection with world-class insights and an incredible rider in their portfolio.
Sweet Protection's design philosophy, "Stronger. Lighter. Better." guides all design processes and product developments within the company. Our helmets sit in the sweet spot of lightweight, low-volume and world-class impact protection. Their main mission is to never compromise on safety and to offer unique technology, which is all put into one goal: enable the rider to rip in confidence. Sweet Protection and Emil Johansson see their new collaboration as a collective partnership, where Johansson is deeply integrated into the design and development process of new MTB helmets. For Sweet Protection this means maximizing world-leading rider insights in the design and development processes, which aligns with their goal of relentlessly searching for perfection. Of course, both having Scandinavian roots, this spirit will be reflected in the new helmets fitting both Sweet Protection's and Johansson's style.
"This partnership is more than just a sponsorship; it's a collaboration that we believe will improve our product, elevate ride experiences, and strengthen our positioning. Partnering with world class athletes has always been a valuable contributor to the development of Sweet Protection, and we are stoked about the plans we have together with Emil." - Pascal Herrmann, Marketing Manager Sweet Protection
Hailing from Sweden, Johansson is often considered an icon when it comes to mountain biking and slopestyle riding. When you talk to his peers, they will refer to him in a league of his own, within no one above or beneath. Johansson has swiftly risen through the ranks of the mountain biking world, captivating audiences with his remarkable skills, innovative style, and unwavering passion for the sport and up-and-coming young guns.
"My decision to work with Sweet Protection was a no-brainer. It was all about finding a partner that is known for the safest helmets on the market, with great aesthetics, and design language. Sweet Protection's dedication and approach made it easy to commit to a long-term partnership and I am excited to work together on the development of the next generation of MTB helmets." – Emil Johansson
About Sweet Protection
Sweet Protection combines industry-leading innovation with the finest craftsmanship to create the most advanced helmets, goggles and technical apparel in ski/snowboard, bike and paddle sports. The company was founded in 2000 by a tight-knit group of skiers, snowboarders, paddlers and cyclists in Trysil, a mountain village in Østerdalen, Norway. Since their beginnings, they have pursued the goal of both ensuring the safety of athletes and inspiring them to push their own boundaries – from World Cup ski racers to the weekend warriors. More information: www.sweetprotection.com
