Press Releases

MIPS AB Appoints Backbone Media to Handle Communications

MIPS AB, a leader in helmet safety technology, has hired Backbone Media to manage its public relations and communications.

May 2, 2012 (Stockholm, SWE) – MIPS AB, a leader in helmet safety technology, has hired Backbone Media to manage its public relations and communications. Backbone Media, an agency specializing in the active lifestyle marketplace, will handle media communications and promotion of the MIPS Multi-Directional Impact Protection System.

“Backbone Media is at the heart of the outdoor and snowsports industries,” comments Niklas Steenberg, CEO of MIPS. “They understand our brand and our partners. I am confident that Backbone will play an integral role in our communications strategy as we pursue our objective to make MIPS the new global standard for helmet safety.”

MIPS is a revolutionary protection technology used to create the safest helmets on the market. The patented Multi-Directional Impact Protection System (MIPS) utilizes a low-friction layer between the outer shell and liner to absorb much of the energy created by an oblique blow to the head. By mimicking the brain’s own protective mechanisms, MIPS can significantly minimize brain injuries in connection with angled impacts. The MIPS Brain Protection System is currently employed in snow, bike and equestrian helmets including major brands POC Sports, Scott Sports, Sweet Protection, TSG and R.E.D.

“MIPS Brain Protection System has the potential to drastically progress helmet safety standards,” comments Backbone Media partner Penn Newhard. “Concussions and head injuries have become a growing concern in action and team sports and MIPS emerging technology can help mitigate this alarming trend.”

MIPS is the global leader in helmet safety technologies with its revolutionary and patented MIPS Brain Protection System (Multi-directional Impact Protection System). MIPS supplies its patented MIPS system to manufacturers of motorcycle, equestrian, ice hockey, American football, bike and ski/snowboarding helmets all over the world. MIPS was founded in 2001 and has its roots in biomechanical and neuroscientific research at the Royal Institute of Technology and the Karolinska Institute in Sweden, two of the world’s leading technical and medical universities. The company is based in Stockholm, Sweden.

Backbone Media specializes in the active lifestyle marketplace. Offering integrated media buying and planning, public relations and social media services, Backbone represents over 35 category-leading brands from its offices in Carbondale, Colorado and Jackson, Wyoming.

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