Mips, the Swedish provider of the eponymous helmet safety technology, has unveiled a completely redesigned website aimed at making “helmet safety more transparent and easily understandable to everyday people.” The brand’s latest evolution goes beyond simple cosmetic changes, using language and design focused on maximizing consumer benefits. The website offers useful resources for consumers looking for the right helmet, such as a search engine to find helmets equipped with the Mips system across 121 brands and 16 categories, as well as a checklist of things to consider when buying a helmet. As of late last year, more than 20 million helmets equipped with the Mips system have been sold since Mips started as a company in 2001, but according to Max Strandwitz, CEO of Mips, “in terms of consumer education on helmets and head safety, there’s still a long road ahead for our industry. Many consumers are not equipped to make the best decision when purchasing a helmet. This new website may seem small, but to us, it’s a critical step on our mission to improve helmet safety around the world.” Earlier this year, Mips announced the reclassification of its entire product line to make it easier and more understandable for consumers. Mips also recently launched its first ambassador team, Team Mips, featuring some highly respected and successful international athletes.

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