What Shoei does

Shoei Co., Ltd. is a Japanese manufacturer of premium motorcycle helmets, founded in 1959 and headquartered in Tokyo, publicly listed on the Tokyo Stock Exchange (TYO:7839) with 501–1,000 employees. The company sells a full portfolio spanning full-face (X-Fifteen, GT-Air II/3, Z-8/NXR2, Glamster, EX-ZERO, RYD, Z-7, X-Fourteen/X-Spirit III), system/flip-up (NEOTEC 3, NEOTEC II), jet (J-Cruise 3, J-FORCE IV, J-Cruise II, J·O), off-road (VFX-WR, HORNET ADV), and trial (TR-3) categories, plus the recently launched GT-Air 3 Smart Helmet — the world's first visor-mounted HUD motorcycle helmet developed with EyeLights. Underlying technology centers on proprietary shell construction (AIM+ multi-layer fiber), safety systems (E.Q.R.S. emergency release), optical systems (CNS-2, CWR-F, PINLOCK EVO anti-fog, QSV-2 sun visor, V-460 quick-release), aerodynamic engineering validated in wind tunnel testing (e.g., X-Fourteen yaw reduced 50% vs predecessor), and the SHOEI COMLINK attachment platform for third-party communication integration (Sena SRL3).

Shoei generates revenue exclusively through hardware sales of helmets at premium price points, distributed through a structured global network of wholly-owned regional subsidiaries (North America, Europe, Shanghai, Asia-Bangkok) and authorized country-level distributors covering 17+ markets across Asia-Pacific, Oceania, South America, and the Middle East. Each market is serviced with jurisdiction-specific safety certifications (ECE 22.06, DOT, JIS, CNS, TIS, SS9, SNI, KS G7001), reinforcing a regulatory moat and brand-trust model. The company primarily serves premium motorcyclists across touring, sport, off-road, and daily-riding use cases, with a secondary tech-savvy rider segment targeted via the new AR HUD smart helmet.

The go-to-market is channel-partner-led: Shoei does not sell direct-to-consumer at scale but routes demand through certified dealers who enforce regional compliance, with brand presence driven through shoeei.com regional sites and industry trade media. Recent strategic posture has shifted toward connected/smart helmet technology via the EyeLights partnership, positioning Shoei to participate in the projected US$1.2B (2026) to US$3.1B (2033) global smart helmet market growing at 14.5% CAGR.

Name

Shoei

Legal name

SHOEI CO., LTD.

Website

https://shoei.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Shoei Co., Ltd. is a publicly listed Japanese premium motorcycle helmet manufacturer founded in 1959, serving global motorcyclists through wholly-owned regional subsidiaries and 17+ authorized distributors with certified full-face, system, jet, and off-road helmets.

Ownership category

akta.pro rank

Product category

Motorcycle Helmets

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motor Vehicle Parts & Accessories (3714), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Powersports Safety, Helmets & Protective Gear Manufacturing (IMACAEAN)

Keywords

• Motorcycle helmets
• Premium helmet manufacturing
• Motorsport safety gear
• Smart helmet technology
• Racing helmets

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices17 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Premium Motorcycle Helmets: Shoei generates revenue through the sale of premium motorcycle helmets across multiple categories including full-face, jet, system (modular), and off-road helmets. Products are sold at premium price points (GT-Air 3 Smart at US$1,199/€1,199) through authorized dealer networks worldwide.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

Shoei designs and manufactures premium motorcycle helmets across multiple categories including full-face, system (modular/flip-up), jet, off-road, and trial helmets. The company sells globally through regional headquarters and authorized distributor networks, with products featuring proprietary technologies such as AIM+ multi-fiber shells, E.Q.R.S. emergency release systems, and most recently a visor-mounted AR HUD smart helmet developed with EyeLights.

Product overview

SHOEI is a premium motorcycle helmet manufacturer offering a comprehensive portfolio of helmets across multiple categories: Full-face helmets (X-Fifteen, GT-Air II, GT-Air 3, Z-8/NXR2, Z-7, RYD, WYVERN ∅, Glamster, EX-ZERO, X-Fourteen/X-Spirit III), System/flip-up helmets (NEOTEC 3, NEOTEC II), Jet helmets (J-Cruise 3, J-FORCE IV, J-Cruise II, J·O), Off-road helmets (VFX-WR, HORNET ADV), and Trial helmets (TR-3). The company also offers the GT-Air 3 Smart Helmet as the world's first visor-mounted HUD motorcycle helmet. SHOEI's helmets feature proprietary technologies including SHOEI COMLINK for communication system integration and E.Q.R.S. for emergency helmet removal. SHOEI operates globally through authorized distributors across North America, Europe, Japan, Asia, Oceania, South America, and the Middle East.

Differentiator

Problem solved

Functional benefit

Products and services

• X-Fifteen Premium full-face racing helmet designed for track and sport riding, with sizes XS-XXL. Positioned as Shoei's top racing helmet offering.
• GT-Air II Premium touring full-face helmet integrating functionality with design, sizes S-XXL. Features internal sun visor and communication system compatibility.
• GT-Air 3 Premium touring full-face helmet featuring redesigned aerodynamics, improved ventilation, and integrated communication system compatibility via COMLINK platform.
• GT-Air 3 Smart Helmet World's first visor-mounted HUD smart motorcycle helmet with nano-OLED display, GPS navigation, speed data, Bluetooth, and mesh intercom. Developed with EyeLights. Priced at US$1,199/€1,199. Meets ECE 22.06 and DOT safety standards.
• Z-8 Lightweight pure sport full-face helmet for comfortable sport riding, sizes XS-XXL.
• NXR2 Full-face helmet offering, with regional availability variations.
• WYVERN ∅ Neo-classic full-face helmet reviving the WYVERN series heritage with Shoei's latest technology, sizes S-XXL.
• Glamster Neo-classic full-face helmet combining classic styling with full functionality, sizes S-XXL.
• EX-ZERO Full-face helmet in the EX series lineage, referencing the SHOEI EX series released in the 1980s.
• RYD Full-face helmet model in Shoei's product lineup.
• Z-7 Full-face helmet model in Shoei's product lineup.
• X-Fourteen / X-Spirit III Premium racing full-face helmet with adjustable interior system, CWR-F shield with tear-off film capability, and reduced yawing compared to predecessors.
• GT-Air Original GT-Air full-face touring helmet in Shoei's lineup.
• NEOTEC 3 System (flip-up) helmet with integrated QSV-2 sun visor, micro-ratchet chinstrap, and COMLINK communication system attachment.
• NEOTEC II System (flip-up) helmet in the NEOTEC series, designed for touring and commuting riders.
• J-Cruise 3 Jet helmet with approximately 70% improved ventilation performance over conventional models at 100 km/h equivalent, and SRL3 communication system integration via COMLINK.
• J-Cruise II Jet helmet model in Shoei's product lineup, successor to the original J-Cruise.
• J-FORCE IV Jet helmet model in Shoei's product lineup.
• J·O Open-face/jet helmet in Shoei's product lineup.
• HORNET ADV Off-road adventure helmet featuring AIM+ shell construction. Drag improved 10% and lift improved 4% versus predecessor HORNET-DS.
• VFX-WR Off-road/motocross helmet in Shoei's product lineup.
• TR-3 Trial helmet in Shoei's product lineup.

Quantifiable outcome

• GT-Air 3 aerodynamic improvement: drag improved by 10%, lift improved by 4% compared to predecessor (HORNET-DS)
• +3 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature11 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• EyeLightsflagshipTechnology or Integration · 1 November 2025French tech specialist EyeLights partnered with Shoei to develop the GT-Air 3 Smart Helmet, the world's first visor-mounted Head-Up Display motorcycle helmet. The partnership integrated EyeLights' nano-OLED display technology with Shoei's premium helmet design, enabling GPS navigation, speed data, and AR features factory-integrated into the helmet shell.
• EyeLights (for GT-Air 3 Smart)flagshipStrategic or Co-development Partner · 1 November 2025Strategic partnership for development of AR HUD technology integrated into the GT-Air 3 Smart Helmet, marking Shoei's entry into the smart helmet market with first-of-its-kind visor-mounted display.
• Sena TechnologiescoreTechnology or IntegrationSena Technologies provides the SRL3 communication system exclusively designed for Shoei helmets including J-Cruise 3 and NEOTEC 3. The SRL3 is integrated through Shoei's COMLINK attachment mechanism, providing Bluetooth connectivity and mesh intercom capabilities. Sena handles all sales and support for the SRL3 product.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Dainese: Italian motorsport protective equipment manufacturer and parent of AGV. Dainese competes with Shoei across the broader premium riding gear ecosystem (jackets, suits, protection) and provides overlapping brand and distribution power in the European premium motorcycle market.

Direct peers

• AGV: Italian premium helmet manufacturer owned by Dainese, focused on full-face sport and racing helmets with deep MotoGP pedigree. AGV competes with Shoei head-to-head in the premium sport/touring segment and is now also extending into smart and modular helmet categories.
• LS2 Helmets: Spanish helmet manufacturer with a comprehensive product line from entry-level to premium full-face and modular helmets. LS2 is a global volume competitor that increasingly encroaches on Shoei's mid-premium tier, particularly in European and Latin American markets.
• HJC Helmets: Korean motorcycle helmet manufacturer with one of the broadest global product lines spanning entry-level to premium racing. HJC competes directly with Shoei in the full-face and sport categories and is a key volume competitor across Asia-Pacific and North America.
• Nolan Helmets: Italian helmet manufacturer with a broad portfolio of full-face, modular (N-Com series), and open-face helmets. Nolan competes with Shoei across the touring and commuter rider segment, with particular overlap in integrated communication system offerings.
• Scorpion EXO: American-designed, Korean-manufactured helmet brand offering full-face, modular, and off-road helmets at value-to-premium price points. ScorpionEXO competes with Shoei's mid-tier offerings and increasingly in the touring and smart-ready helmet categories.
• Bell Helmets: American helmet manufacturer with deep motorsport heritage across motorcycle, automotive, and bicycle categories. Bell competes with Shoei in the premium sport and modular motorcycle helmet segments, particularly in North American dealer channels.
• Schuberth: German premium helmet manufacturer with a strong system/modular and touring helmet portfolio. Schuberth competes with Shoei across the same premium touring rider segment and is expanding integrated comms and smart-helmet features, mirroring Shoei's roadmap.
• Fox Racing: American motorsports apparel and off-road helmet manufacturer. Fox Racing competes with Shoei specifically in the off-road/MX and motocross helmet segment (e.g., against Shoei's VFX-WR and HORNET ADV), with deep motocross culture penetration in North America.
• Arai Helmet: Japan-based premium motorcycle helmet manufacturer with a near-identical product portfolio across full-face, racing, and open-face categories. Arai is Shoei's closest direct competitor, sharing the same premium Japanese craftsmanship positioning, racing pedigree, and overlapping dealer channels in Europe, North America, and Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shoei.jp

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

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 Shoei