What Sweet Protection does

Sweet Protection is a Norwegian-founded (2000) sports protection equipment brand operating as a subsidiary of Active Brands, headquartered in Oslo. The company designs and sells helmets, eyewear, body protection, and apparel for outdoor sports including road and mountain biking, skiing, snowboarding, and whitewater activities. Its product portfolio spans premium bike helmets priced from $220 to $650, ski/snowboard helmets up to $670, sport performance sunglasses at $140-$190, body protection gear at $80-$190, and a complementary cycling apparel line, supported by a dedicated outlet channel for previous-season inventory.

The company's core technical differentiation rests on two proprietary platforms: the 2Vi® helmet technology platform integrating the Mips Air rotational safety system, and the RIG® (Retina Illumination Grading) lens technology for contrast-enhancing eyewear. Aerodynamic development draws on collaboration with a Formula 1 aerodynamicist and wind tunnel/CFD validation. Independent third-party validation includes a Virginia Tech 5-star rating for the Falconer Aero 2Vi® Mips helmet and compliance with EU (EN1078), US (CPSC 1203), and UK (UKCA) safety standards.

Sweet Protection runs a primarily direct-to-consumer go-to-market model through five localized e-commerce storefronts (US, Norway, Sweden, Germany, France, plus Rest of Europe) with country-specific currencies and pricing, plus physical retail distribution. Demand is driven by high-visibility athlete and team partnerships — most notably the Uno-X Mobility UCI WorldTeam (the first Scandinavian WorldTour cycling team), and individual athletes including alpine ski racers Henrik Kristoffersen and Alexander Steen Olsen, slopestyle mountain biker Emil Johansson, and freeski athlete Jesper Tjäder. Pricing is positioned at the premium tier of the sports protection market, with the brand emphasizing safety credentials, professional-grade co-development, and athlete trust as its core value proposition.

Name

Sweet Protection

Legal name

Sweet Protection

Website

https://sweetprotection.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Sweet Protection is a Norwegian-founded sports protection brand (est. 2000) producing premium helmets, eyewear, body protection, and apparel for cycling, skiing, and snowboarding, sold direct-to-consumer across European and US markets under parent Active Brands.

Ownership category

akta.pro rank

Product category

Sports Protective Equipment

NAICS

Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (3159), Ophthalmic Goods Manufacturing (339115)

SIC

Sporting & Athletic Goods, Nec (3949), Ophthalmic Goods (3851), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

akta.pro secondary industries

Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC), Sport & Performance Eyewear (CRAAAKAC), Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC)

Keywords

• Bicycle helmets
• Ski snowboard helmets
• Sport performance eyewear
• Body protection gear
• Cycling apparel

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Helmet Sales: Direct sales of bicycle helmets (road, mountain bike, commuter, junior) and ski/snowboard helmets (all mountain, freeride, racing, park, junior). Premium pricing with Mips technology integration.
2. Eyewear Sales: Sport performance sunglasses and goggles with proprietary RIG® lens technology. Includes snow goggles and MTB goggles.
3. Protection Gear Sales: Back protectors, elbow guards, knee guards, shin guards for cycling and outdoor sports. Powered by 3S-Technology.
4. Apparel Sales: Men's and women's clothing including jackets, pants, midlayers, T-shirts, shorts, socks. Casual/lifestyle line as well.
5. Outlet/Discounted Sales: Previous collection products sold at reduced prices (30-60% off) through dedicated outlet section, providing clearance while maintaining premium brand positioning.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Sweet Protection designs and sells protective gear and apparel for outdoor sports, including bicycle and ski/snowboard helmets, sport-performance sunglasses and goggles, back/knee/elbow/shin protectors, and cycling clothing, built on proprietary 2Vi helmet and RIG lens technologies.

Product overview

Sweet Protection is a sports protection equipment company offering a comprehensive portfolio of helmets, eyewear, body protection, and apparel for cycling, skiing, snowboarding, and whitewater sports. The product line centers on two core technology platforms: 2Vi® helmet technology (developed in-house) providing enhanced impact protection and comfort, and RIG® proprietary lens technology for contrast-enhancing eyewear. The helmet portfolio spans road cycling (Falconer Aero 2Vi® Mips, Tucker III 2Vi® Mips, Falconer 2Vi® Mips), mountain biking (Bushwhacker, Fixer, Trailblazer, Fluxer), and ski/snowboard (Volata, Igniter, Trooper, Grimnir, Looper), with the elite Volata Carbon serving World Cup alpine racers. Eyewear includes the Shinobi and Ronin RIG® Reflect sunglasses lines with quick-change lens systems. Body protection covers back protectors, knee/elbow/shin guards in Pro and Light variants using 3S-Technology. The company partners with Uno-X Mobility UCI WorldTeam for road cycling gear development and sponsors athletes including Emil Johansson (mountain bike slopestyle) and Henrik Kristoffersen (World Cup alpine ski racing).

Differentiator

Problem solved

Functional benefit

Products and services

• Falconer Aero 2Vi Mips Uno-X Mobility Team Edition Helmet The most advanced road cycling helmet developed with Uno-X Mobility, featuring a cobblestone-inspired design for aerodynamic performance, comfort, and enhanced protection with 2Vi technology and Mips Air safety system. Weight 300g (M/L). For road cyclists and racers.
• Tucker III 2Vi Mips Helmet Aero-specific road cycling helmet developed with Formula 1 aerodynamicist expertise and Uno-X Mobility collaboration, optimized for breakaway positions and sprints at 45-50 km/h. Features 2Vi platform with Mips Air Node Safety System. Weight 320g.
• Falconer 2Vi Mips Helmet Lighter road cycling helmet variant with two additional vents for optimum airflow on warmer days or long climbs, featuring 360 Occigrip Fit System and Sweet Protection eyewear integration.
• Redeemer 2Vi Mips Helmet Time trial helmet developed with Formula 1 aerodynamic expertise and Uno-X Mobility collaboration, featuring 2Vi platform with Mips Air for protection against rotational forces.
• Bushwhacker 2Vi Mips Helmet Trail-ready mountain bike helmet with 2Vi platform and Mips safety system for off-road riding protection.
• Bushwhacker 2Vi Mips Helmet 25 Years Edition Special anniversary edition of the Bushwhacker 2Vi Mips helmet celebrating 25 years of Sweet Protection.
• Fixer Carbon 2Vi Mips Helmet Carbon fiber full-face mountain bike helmet for aggressive downhill and enduro riding with maximum protection.
• Fixer Composite 2Vi Mips Helmet Composite full-face mountain bike helmet with 2Vi Mips technology for trail and enduro riding.
• Trailblazer Mips Helmet Versatile trail and commuter helmet with Mips safety system for everyday mountain biking and urban cycling.
• Fluxer Mips Helmet Gravel and endurance cycling helmet designed for long-distance riding and mixed-terrain adventures with Mips protection.
• Outrider Mips Helmet Trail mountain biking helmet with Mips safety system for trail riding protection.
• Primer Mips Helmet Entry-level trail mountain bike helmet with Mips protection for beginning riders.
• Wanderer II Helmet Urban commuter helmet for everyday cycling with comfortable fit and everyday protection features.
• Rocker Helmet Casual urban cycling helmet with style-focused design for city riding.
• Volata Carbon 2Vi Mips Race Helmet High-performance ski and snowboard racing helmet with carbon construction and 2Vi Mips technology for elite alpine racers including World Cup athletes.
• Volata 2Vi Mips Race Helmet Non-carbon version of the Volata race helmet with 2Vi Mips technology for competitive alpine skiing.
• Igniter 2Vi Mips Helmet All-mountain ski and snowboard helmet with 2Vi technology and Mips safety system for resort riding.
• Trooper 2Vi Mips Helmet High-performance ski and snowboard helmet with 2Vi technology for all-mountain and freeride use.
• Trooper 2Vi SL Mips Helmet Superlight ski and snowboard helmet variant with 2Vi SL technology for weight-conscious riders.
• Grimnir 2Vi Mips Helmet Premium ski and snowboard helmet with natural carbon construction and 2Vi Mips technology for aggressive riding.
• Looper Mips Helmet Park and freestyle ski/snowboard helmet for terrain park riding and trick-focused use.
• Shinobi RIG Reflect Sunglasses Premium sport performance sunglasses with RIG proprietary lens technology for superior contrast enhancement, minimum color distortion, and reduced eye fatigue. Features 2.2mm thick Toric lens with quick lens-change system. Weight 35g.
• Ronin RIG Reflect Sunglasses High-intensity sport activity sunglasses featuring premium 2.2mm thick machined-edge Toric lens with semi-frameless design for a wide field of vision and RIG contrast-enhancing lens technology. Weight 31g.
• Memento RIG Reflect Sunglasses Casual-style sunglasses with RIG lens technology blending lifestyle aesthetics with performance-driven functionality for active days.
• Connor RIG R Reflect Goggles Premium snow goggles with RIG lens technology and an extra lens included for varying light conditions.
• Durden RIG Reflect Goggles High-performance snow goggles with RIG lens technology for contrast enhancement in alpine conditions.
• Durden MTB RIG Reflect Goggles Mountain bike specific goggles with RIG lens technology for trail and enduro riding.
• Back Protector Vest 2.0 Upgraded back protector vest with 3S-Technology for skiing, snowboarding, and biking protection. Available in men's, women's, and junior fits.
• Back Protector 2.0 Standalone back protector insert with 3S-Technology for adding protection to any sport.
• Knee Guards Pro Professional-grade knee guards for aggressive mountain biking with maximum impact protection.
• Elbow Guards Pro Professional elbow protection for mountain biking with advanced impact absorption.
• Knee Guards Light Lightweight knee guards for trail riding with breathable protection.
• Elbow Guards Light Lightweight elbow protection for trail biking with comfortable fit.
• Shin Guards Light Lightweight shin guards for mountain biking with impact protection.
• Hunter Series Clothing Complete cycling apparel line including jerseys, shorts, gloves, and jackets in men's, women's, and junior fits for road and mountain biking.
• Crossfire Series Clothing Performance cycling apparel with hybrid construction for versatile riding conditions.

Quantifiable outcome

• 5-Star Rating by Virginia Tech (highest rating possible) for Falconer Aero 2Vi Mips Helmet
• +2 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• Uno-X MobilitycoreStrategic or Co-development PartnerSweet Protection is one of the main partners of Uno-X Mobility, the first Norwegian UCI WorldTeam (professional cycling's top tier). Company provides men's and women's teams with road cycling helmets and sports-performance eyewear for 2026 UCI WorldTour season. Product co-development includes Falconer Aero 2Vi Mips (cobblestone edition) and Tucker III 2Vi Mips helmets. Thor Hushovd, General Manager, states Sweet Protection has been with them 'from the early days.' Rider Tobias Halland Johannessen placed 6th overall at 2025 Tour de France wearing their gear.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Oakley: Global sport performance eyewear and helmet leader owned by EssilorLuxottica. Competes broadly with Sweet Protection in sport sunglasses, goggles, and helmet categories at scale, with significantly larger marketing and distribution.
• Specialized Bicycle Components: Premium bicycle and equipment brand with own helmet, body protection, and apparel lines. Overlaps with Sweet Protection in road and MTB helmet, protection, and apparel categories, leveraging integrated bicycle brand pull.
• Salomon: Amer Sports-owned winter sports and trail running brand with helmet and goggle lines. Competes with Sweet Protection across ski/snowboard helmets and goggles, as well as MTB and trail categories.

Emerging players

• Bern Helmets: Action sports helmet brand with cycling, ski/snowboard, and skate lines. Comparable product overlap with Sweet Protection's junior and lifestyle helmet categories, though with a more value-tier positioning.

Direct peers

• Giro Sport Design: Bell-owned helmet and eyewear specialist with deep road cycling heritage and ski/snowboard helmet lines. Directly competes with Sweet Protection in cycling and winter helmets, with broader retail distribution in North America.
• Uvex: German helmet and eyewear manufacturer competing across cycling, ski, and safety categories. Comparable product breadth and EU-centric distribution overlap with Sweet Protection's European footprint.
• Kask: Italian premium helmet manufacturer with strong road cycling and skiing presence. Competes head-to-head with Sweet Protection in the pro road and ski racing helmet categories, including time-trial aero helmets.
• POC: Swedish premium protective gear brand with overlapping road, MTB, and ski helmet, eyewear, and body protection lines. Closest direct competitor to Sweet Protection, sharing similar Scandinavian design DNA, Mips integration, and pro-athlete marketing model.
• Bollé: Sport eyewear and helmet brand with strong cycling and ski goggles business. Directly comparable in the goggle and sunglasses categories where Sweet Protection sells RIG®-equipped products.
• Smith Optics: Sport optics and helmet brand competing across cycling, snow, and outdoor categories. Overlaps directly with Sweet Protection's RIG® goggles and sunglasses plus helmet portfolio, including Mips-equipped options.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sweetprotection
• Instagraminstagram.com/sweetprotection

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Sweet Protection