Riddell

What Riddell does

Riddell is the leading designer and manufacturer of protective football equipment in the United States, founded in 1929 and headquartered in Des Plaines, Illinois, with manufacturing operations in North Ridgeville, Ohio. The company operates as a subsidiary of BRG Sports Inc. and employs between 501 and 1,000 people. Its product portfolio is centered on football helmets (Axiom, Axiom 3D, SpeedFlex, SF Echo, ND6 youth line), shoulder pads (Custom Power, SPX, PMX, SPK+, Smoke, plus youth Surge, FLYTE 2, Pursuit), accessories, apparel, and licensed NFL/college collectible helmets. Riddell's underlying technology platform is anchored in three proprietary technology stacks: InSite Analytics (embedded impact sensors that record and transmit head impact data to coaches via a Sideline Device on a subscription basis), Precision-Fit (3D scanning and custom pad set manufacturing), and Diamond Technology (3D-printed tunable lattice padding produced via Carbon's Digital Light Synthesis process). The Axiom 3D ranked #1 in NFL and NFLPA Helmet Laboratory Testing for 2024 and 2025.

Riddell generates revenue through unit-priced hardware sales (helmets priced from $429.99 for the SpeedFlex Youth to $1,649.99 for the Axiom 3D, with shoulder pads ranging from $339.99 to $699.99), managed reconditioning services that recertify equipment to NOCSAE standards, and subscription-based InSite Analytics. The company operates a multi-channel go-to-market: direct field sales representatives managing NFL, college, and high school team accounts with custom fitting and ordering; a direct-to-consumer e-commerce storefront at riddell.com; GameDay team stores; and partnerships with sporting goods retailers. Riddell's customer base spans the full football pyramid from NFL and professional leagues (WNFC, UFL) through college programs (including HBCU Legacy Bowl), high schools, and youth organizations (Pop Warner, USA Football). The company has been owned by BRG Sports Inc. since a 2024 financing round in which BC Partners injected $400 million in convertible preferred equity and debt to fund growth and acquisitions, including the April 2024 purchase of Simbex, a sports and health technology product design firm.

Riddell maintains active partnerships with Carbon (additive manufacturing), Oakley (visor integration), the NFL (long-standing equipment supply and Super Bowl sponsorship), USA Football, Pop Warner, the WNFC, the Black College Football Hall of Fame, and the AEMA. Its product roadmap is anchored to a forward regulatory catalyst: the NOCSAE ND006 youth helmet standard becomes mandatory on September 1, 2027, and Riddell launched its compliant ND6 product line over a year in advance through major retailers in Fall 2026. The company continues to invest in expanding access to its premium Axiom platform through DTC channels and to grow the women's football segment, while operating a Smarter Football equipment grant program that has donated more than $650,000 to teams in need since inception.

Name

Riddell

Legal name

Riddell Inc.

Website

http://www.riddell.com/

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Riddell is the leading U.S. designer and manufacturer of protective football equipment, founded in 1929, offering helmets, shoulder pads, accessories, and impact-monitoring technology (InSite, Precision-Fit, Diamond) to NFL teams, college and high school programs, youth leagues, women's football, and individual consumers via field sales, DTC e-commerce, and retail partnerships.

Ownership category

akta.pro rank

Product category

Football Protective Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC)

akta.pro secondary industries

Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Football protective equipment
• Football helmets
• Shoulder pads
• Impact monitoring technology
• Athlete safety equipment

Headquarters

HQ city

Rosamond

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Helmet Sales: Primary revenue driver from sale of football helmets across professional, college, high school, and youth segments including SpeedFlex, Axiom, and specialty models.
2. Shoulder Pad Sales: Custom and standard shoulder pads for all levels of football competition generating significant revenue through team and retail channels.
3. Accessories and Replacement Parts: Face masks, chin straps, helmet accessories, collectible helmets, and replacement parts sold through e-commerce and team sales channels.
4. Helmet Reconditioning Services: Recycling and reconditioning services for returned helmets, maintaining equipment lifecycle and customer relationships.
5. InSite Analytics Subscription: Impact monitoring data services and analytics subscriptions for teams using InSite-equipped helmets, providing ongoing software and data insights.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Riddell designs, manufactures, and sells football protective equipment, primarily football helmets (Axiom, SpeedFlex, SpeedFlex Youth, and ND6-compliant youth models) and shoulder pads (Custom Power, PMX, SPX lines). The company complements its hardware with technology-enabled services including InSite Analytics (smart-helmet impact monitoring subscriptions), Precision-Fit (3D-scanning custom fitting), and Diamond Technology (3D-printed tunable lattice padding via Carbon's Digital Light Synthesis). It also operates helmet reconditioning/recertification services and sells accessories, apparel, and licensed NFL/college collectibles.

Product overview

Riddell is a leading manufacturer of football protective equipment offering a comprehensive product portfolio centered on helmets and shoulder pads for varsity and youth players. The core helmet lineup includes the Axiom (flagship platform with Tru-Fit personalized fit, Tru-View frontal protection, and InSite smart technology), SpeedFlex (gold standard with Diamond Technology option), Speed Icon, Speed Classic Icon, Victor-i, and the new ND6-compliant youth line (SpeedFlex ND6, Speed ND6, Jet ND6). Shoulder pad offerings span Custom Power (CPK, CPX, PMX), Stock PMX, SPK+, SPX, and Smoke for varsity, plus Surge, FLYTE 2, and Pursuit for youth. The product ecosystem includes accessories (face masks, chin straps, hardware, back plates, rib protectors), apparel (padded shirts and girdles), and NFL/college collectible helmets. Riddell complements its hardware with technology services including InSite Analytics (smart helmet impact monitoring), Precision-Fit (3D scanning customization), and Diamond Technology (3D-printed tunable padding). The company also provides reconditioning services and supports programs through the Smarter Football equipment grant initiative.

Differentiator

Problem solved

Functional benefit

Brands

• InSite: Smart helmet technology that records and analyzes impacts and reports directly to coaches and programs.
• Precision-Fit
• Diamond
• Axiom

Products and services

• Axiom Helmet Riddell's flagship varsity football helmet featuring Tru-Fit personalized fit technology, Tru-View frontal protection system, expanded flex system, enhanced urethane liner co-developed with BASF, and built-in InSite smart helmet technology. Used by professional, college, and high school programs and available for individual purchase.
• Axiom 3D Helmet Premium variant of the Axiom helmet that incorporates 3D-printed lattice liner technology using Carbon's Digital Light Synthesis, enabling locally tuned impact-attenuating structures for the highest level of protection.
• SpeedFlex Helmet Varsity football helmet with flex panels in the shell's front, side, and back designed to enhance impact response; positioned as the gold standard in on-field protection with an optional Diamond Technology upgrade.
• SF Echo Varsity Helmet Varsity football helmet introduced for the 2026 season with advanced energy-management features.
• SpeedFlex Youth Helmet Youth-sized version of the SpeedFlex helmet designed for younger football players; priced at $429.99.
• SpeedFlex ND6 Youth Helmet Youth football helmet in the ND6 line designed to meet the new NOCSAE ND006 standard, with a weight cap of 3.5 pounds and impact specifications calibrated for younger players.
• Speed ND6 Youth Helmet Youth football helmet in the ND6 line designed to meet the new NOCSAE ND006 standard ahead of the 2027 deadline.
• Jet ND6 Youth Helmet Youth football helmet in the ND6 line designed to meet the new NOCSAE ND006 standard ahead of the 2027 deadline.
• Custom Power Shoulder Pads (CPK, CPX, PMX) Customizable varsity shoulder pads featuring Riddell's STAC (Shoulder Target Alignment Compression) technology, offered in position-specific configurations (QB/WR, RB/DB) under the CPK, CPX, and PMX platforms.
• InSite Analytics Subscription-based smart-helmet reporting service that collects head impact data (location, load, intensity, volume) from sensor-equipped helmets and transmits it to coaching staff via the InSite Sideline Device, enabling automated reports and practice-plan adjustments.
• Precision-Fit Custom Fitting Service Personalized helmet fitting service that uses 3D scanning (via Riddell's Verifyt app) to capture a player's head shape and create a custom-fitted helmet interior, ensuring optimal fit, comfort, and protection.
• Helmet Reconditioning Service Factory-authorized helmet reconditioning service that cleans, sanitizes, inspects, and recertifies football helmets to meet NOCSAE performance standards, with a typical turnaround of 4-5 weeks after payment.
• GameDay Stores Online team store platform that enables football programs and organizations to set up customizable stores offering branded gear and equipment to fans and team members.
• Helmet Accessories (Face Masks, Chin Straps, Hardware) Replacement and aftermarket helmet accessories including face masks and chin straps compatible with Riddell helmet models such as Axiom and SpeedFlex.
• NFL and College Collectible Helmets Licensed NFL and college team collectible helmets available in Authentic Full Size, Replica Full Size, Mid Size, Mini Size, Alternate Design (Flash, Eclipse, Crucial Catch, Salute to Service, Rivalries), and Throwback variants.

Quantifiable outcome

• InSite-equipped teams can track and analyze player head impacts to identify high-risk players and situations
• +1 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• SimbexcoreStrategic or Co-development Partner · 2 April 2024Riddell acquired Simbex, a product design and development firm, in April 2024. Simbex brings expertise in product innovation, human factors engineering, and research and development capabilities that enhance Riddell's technology development pipeline.
• CarboncoreTechnology or IntegrationPartnership with Carbon for 3D printing technology used in the Diamond helmet line. Carbon's Digital Light Synthesis technology enables creation of custom lattice structures in Riddell's premium Diamond helmets.
• OakleycoreTechnology or IntegrationVisor partnership with Oakley for SpeedFlex helmets, providing players with premium eyewear integration options for shade and vision enhancement.
• Black College Football Hall of FamecoreGTM or Marketing PartnerPartnership through HBCU Legacy Bowl providing Riddell helmets and equipment support for historically Black college football programs.
• WNFC (Women's National Football Conference)coreGTM or Marketing PartnerOfficial Protective Equipment Provider for the Women's National Football Conference, supplying helmets and protective equipment for women's tackle football.
• USA FootballcoreStrategic or Co-development PartnerPartnership as Official Equipment Provider for U.S. Women's National Team supporting international competition and growing women's football.
• Pop WarnercoreStrategic or Co-development PartnerYouth football partnership supporting Pop Warner leagues with equipment and safety program development for young football players.
• NFLflagshipGTM or Marketing PartnerLong-standing partnership with NFL including equipment supply, Super Bowl sponsorship presence, and NFL Experience event participation.
• AEMA (Athletic Equipment Managers Association)minorStrategic or Co-development PartnerCareer Boost program partnership with AEMA supporting professional development for athletic equipment managers.
• Xenith LLCminorOthersCompetitor company mentioned in market overview context as having been acquired, representing industry consolidation.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Schutt Sports: Schutt Sports is the most direct competitor to Riddell, manufacturing football helmets (including the Schutt F7), shoulder pads, and other protective equipment used across NFL, college, and high school programs. The two companies compete head-to-head for team accounts in the same product category with comparable pricing and similar NOCSAE-certified offerings.
• Xenith LLC: Xenith is a football helmet manufacturer whose patent portfolio and adaptive cell technology positioned it as a direct challenger to Riddell in the varsity helmet category. Notably, Riddell itself acquired Xenith as part of broader industry consolidation, reflecting its status as a category peer.

Emerging players

• Vicis: Vicis developed the Zero1 helmet with deformable outer shell technology and competed in the NFL/NFLPA helmet laboratory testing rankings. Although the company has faced restructuring, it represented an emerging challenger whose technology roadmap (variable-stiffness impact layers) overlaps directly with Riddell's Diamond 3D-printed lattice approach.
• G-Form: G-Form specializes in flexible, rate-dependent impact protection padding used in sports, military, and electronics protection. While smaller and consumer-focused, G-Form's RPT (Reactive Protection Technology) overlaps with Riddell's tunable impact attenuating structures and represents an emerging adjacent player in soft protective equipment.
• Battle Sports Science: Battle Sports Science designs impact-sensing mouthguards and protective gear with embedded sensors for athlete monitoring. The company's smart mouthguard technology is conceptually adjacent to Riddell's InSite helmet analytics and represents an emerging player in the athlete impact data category.

Broad incumbents

• Rawlings: Rawlings is a major sporting goods manufacturer (baseball, softball, basketball, football) and a subsidiary of Newell Brands. While football is one of many categories, Rawlings competes in football protective equipment and shares Riddell's position as a long-standing American sports equipment incumbent serving scholastic and amateur leagues.
• Wilson Sporting Goods: Wilson is a broad sporting goods incumbent (footballs, basketballs, baseballs, protective gear) owned by Amer Sports. It competes with Riddell at the consumer and team level across multiple sports and shares the long-tenured American sporting goods brand positioning.
• BRG Sports: BRG Sports is the parent company of Riddell and a diversified sports equipment platform. As Riddell's corporate parent, BRG Sports provides a natural comparison point for capital allocation, multi-brand portfolio management, and exit dynamics relevant to valuing Riddell as a standalone asset.

Regional players

• Champro Sports: Champro is a value-oriented sporting goods and team uniform supplier that competes with Riddell at the lower end of the football protective equipment price spectrum, particularly for youth and recreational programs where cost sensitivity is highest.

Others

• Carbon: Carbon is Riddell's 3D printing technology partner whose Digital Light Synthesis platform underpins the Diamond/Axiom 3D helmet line. Carbon is an enabling/ecosystem participant rather than a direct competitor, but its technology roadmap materially shapes Riddell's premium product differentiation.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• Xx.com/riddellsports
• YouTubeyoutube.com/user/RiddellSports
• Facebookfacebook.com/RiddellSports
• Instagraminstagram.com/riddellsports
• LinkedInlinkedin.com/company/riddell

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Riddell