MIPS Goes for Gold in Sochi


Stockholm, Sweden (January 29, 2014) – MIPS AB, a leader in helmet safety technology, announces that two-time World Cup champion and Olympic gold medalist, Aksel Lund Svindal will be racing in the all new Sweet Protection Rooster Discesa MIPS helmet in Sochi. Using the latest helmet technology available for protection, the Norwegian will be skiing for more Olympic glory in the super-G, giant slalom, downhill and combined events.

“Skiing with the Rooster Discesa feels very natural," says Svindal. "That is not just because of the light weight and low volume fit, but also because of how well you can hear and feel the elements when skiing. How can a helmet that is so light and offers such a low volume still offer great protection? I actually had to look at the test results twice.”

The Rooster Discesa racing helmet is engineered to meet the new FIS racing standard and the demands of the world’s best alpine racers. The helmet is bakedin an autoclave, using the same technique used to make Formula-1 cars. It features the CRP shell technology and the Impact Shield Technology, an advanced shock absorbing impact shield EPS liner, to provide incredible strength to weight ratio, rigidity and impact performance. Additional features include the MIPS Brain Protection System to absorb rotational forces, detachable earpads for emergency situations, ear vents for hearing and a Coolmax Liner.

"Adding MIPS to our helmet line makes perfect sense. We are obsessed with making safer helmets and MIPS addresses the single most important issue in helmet today by reducing rotational forces to brain thereby reducing the risk for concussions and other more severe brain injuries" says Ståle Moller, key founder and Head of Design and Development at Sweet Protection.

About MIPS
MIPS was founded based on research at the Royal Institute of Technology, Stockholm (KTH) and the Karolinska University Hospital. MIPS’ safety technology (Multidirectional Impact Protection System) addresses the shortcomings in today’s helmets by introducing a protection against rotational forces, which the brain is exposed to in most hits or falls. The most severe brain injuries and concussions are often the result of such rotational forces. MIPS is currently available in ski/snowboard, bicycle, equestrian and motorcycle helmets.
For more information on MIPS visit: http://mipshelmet.com

About Sweet Protection

Based out of the small village of Trysil, in the midst of the Norwegian wilderness and close to the mountains, the Sweet Protection crew has been developing helmets, protection gear and technical clothing since 2000. The multi-award winning team of designers, skilled technicians and amazing team of riders have pushed the envelope of what’s possible with functional equipment.