STOCKHOLM (BRAIN) — Helmet safety company MIPS introduced five product categories Monday, reclassifying them to better define each for its intended use.
Previously, MIPS products were classified under the broader-use categories Sports, Moto, and Industrial Safety. MIPS said a more specific approach to defining products will guide brands and consumers who will have an easier time selecting a helmet best suited to their needs without compromising safety.
The new classes are:
- Essential: Basic MIPS system, featuring the low-friction layer.
- Evolve: Emphasizes comfort, ventilation, and more precise fit with the option of providing a neck retention system.
- Integra: New system featuring the low-friction layer integrated into the helmet, allowing brands freedom to design more ventilation and more comfortable fit.
- Air: Minimalistic system featuring the most ventilation.
- Elevate: New low-friction layer designed exclusively for hard hats.
The move to better define its products also will include hangtags at the consumer level to explain the safety benefits of each class.
Historically, MIPS has been a B2B-focused company; the updated product range is a step toward a more consumer-centric brand identity. MIPS cooperates with 111 helmet brands that offer more than 583 models equipped with the safety system on the global helmet market.
For more information, go to MIPS.com. MIPS CMO Fredrik Kjellberg discusses the new product range here.
