PARK CITY, Utah (May 25, 2016) —POC, a leading manufacturer of ski and cycling helmets, apparel and accessories, has extended its partnership with iconic street trials rider and filmmaker Danny MacAskill. POC and MacAskill have worked closely together since 2009 when Danny burst onto the global scene with his first film, Inspired. This new partnership will continue the relationship for another three years.
“When I first saw Danny in his film in 2009 I realized immediately that he was unique. Anyone who sees what Danny does on a bike will be left in awe, much as my first experience,” said Stefan Ytterborn, POC CEO and founder. “But what is equally impressive is that he is the most down to earth person you could hope to meet. Being able to support Danny as he takes bike riding to a whole new level is truly inspiring and I am happy to be able to extend our partnership.”
Danny’s films feature predominantly on social media and are now seen around the globe by hundreds of millions. Imaginate, released in 2013, has over 50 million hits alone and puts his skill and imagination into perspective. Others films, such as The Ridge and Cascadia, have brought a whole new approach to bike riding in mountain and urban landscapes respectively and showcase Danny’s unique bike skills.
“I have been working with POC since 2009 and it was easy for me to continue the relationship as I have tested countless helmets over the years and I know what wearing the right helmet can do for you,” said MacAskill. “Through a variety of falls, I have retired nearly fifteen helmets and by working with a leader in the field, a brand that has athlete safety at the core of its mission, I get the confidence and ability to really concentrate on what I’m doing on the bike.”
World class athletes like MacAskill play an important role in POC’s mission to develop the safest, highest performing gear to do all it can to save lives and reduce the consequences of accidents for gravity sports athletes and cyclists. Their feedback plays in invaluable role in design and research, which can be seen in MacAskill’s pro model Crane Pure helmet.
About POC: POC is a Swedish company, built on a strong mission: to do everything we can to possibly save lives and reduce the consequences of accidents for gravity sports athletes and cyclists. For more information about POC, please visit www.pocsports.com.