Flaxta sets out to Redefine Sports Protection; Brings innovative new solutions and concepts to market

Flaxta is committed to redefining sports protection through a considered approach to performance, style and innovation.
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Denver, CO (January 24, 2019) Flaxta, founded in 2018 in Stockholm, Sweden, is pleased to announce its launch at the annual Outdoor Retailer Snow Show (Jan 30 – Feb 1) and ISPO trade show (Feb 3-6).

Formed by a dedicated group of people with a passion to make a difference and create something new, the team takes pride in extensive experience from years in the sporting goods industry, as well as with other globally renowned and respected brands.


Launching at OR and ISPO 2019, Flaxta is committed to redefining sports protection through a considered approach to performance, style and innovation. First products will include snow sports helmets, goggles, and back protection, as well as protection for soccer, each with world-class technologies and concepts.

AWARE - Connected safety

Aware Impact measures, analyzes and displays real-time data critical to identifying the severity of head impacts in a clear and effective manner through an easy to use app.

ENLIGHT - Lens technology

Enlight lenses filter visual contrast and boost contrast, which allows for faster reaction times and a safer ride. Developed in cooperation with Zeiss.

AVA - Protection system

AVA is a unique protection system that brings absorption, ventilation and adaption to an unprecedented new level. Short for Absorb, Vent, and Adapt, AVA has been engineered with leading polymer experts, athletes and medical researchers.

“Flaxta is set out to redefine sports protection. I’m confident that we have the collective knowledge, experience and drive to offer unique products to improve our customers level of safety and performance,” said Flaxta founder Erik Liden.

Flaxta is all about sports protection and OR and ISPO 2019 marks the the brand’s first introduction to the world. In addition to presenting its first line of snow sports products at OR and ISPO, Flaxta is also showcasing its Soccer range, including shin guards and protective headbands.

“Our dedication to deliver new and innovative products, concepts and technologies goes beyond snow sports. By exploring both analog and digital solutions to improve the level of safety, we see a significant opportunity to create better protection. Above all, Flaxta aims to be an inclusive brand. We invite people to contribute and be a part of our journey,” concludes Liden.

Flaxta will launch at Winter OR and ISPO 2019 with an array of men’s, women’s and youth offerings. For more information, please visit www.flaxta.com. Winter OR attendees are invited to come to the Flaxta booth, #31107-UL. ISPO attendees are invited to come to visit Flaxta in Hall B6, Booth 110.

For media requests, please contact Mike May at mike@sinclaircommunications.net.