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Press Releases

Sweet Protection Retains SMAK Strategies for Whitewater Category Public Relations Support

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SMAK to lead strategic communications and media relations efforts for industry-leading whitewater helmet and apparel brand

Boulder, COLO. (For Immediate Release) – The Norwegian-based Sweet Protection, designers of cutting edge whitewater, snowsports, and mountain bike helmets and apparel, recently signed public relations and marketing agency SMAK Strategies for their whitewater helmet and apparel category public relations support.

Coming off of a successful launch of Sweet Protection snow sport helmets and apparel in the US market, SMAK Strategies will switch gears and begin promoting Sweet’s whitewater helmets, technical clothing, and athlete team, effective immediately.

“Sweet Protection is mostly widely known in the US for designing and manufacturing the finest whitewater gear available and we are looking forward to bringing these products and stories to the US media,” said Maria Hennessey, President and Founder of SMAK Strategies. “Sweet is the perfect brand partner, embracing a similar philosophy to SMAK in creating the highest quality product available with an end goal of exceeding performance and style expectations.”

Sweet Protection specializes in creating head protection that blends carbon fiber and advanced thermoplastics to create helmets that are both rigid and elastic in different places for industry-leading impact protection. Similarly, Sweet’s apparel apparel line uses the highest performance materials available for excellent durability and protection. With this blend of quality construction, protection, and style, Sweet Protection is poised to raise the standards by which quality whitewater gear is measured.


“Sweet Protection believes that safety and style should go hand in hand and, like our line of snowsport helmets and apparel, we continue to work hard to make the safest and best-looking whitewater helmets and apparel available,” said Hans Gunleiksrud, Sweet Protection Sales and Marketing Director for the US. “SMAK was a big help in launching our snowsport line in the US earlier this year and we are happy to have them onboard with our whitewater category.”

Sweet Protection will be attending the Outdoor Retailer Summer Market this August 5-8 in Salt Lake City, exhibiting in booth #PV1022. For more information, please contact Scott Kaier at

About SMAK Strategies

SMAK is a team dedicated to brand building for select clients by providing full-service, customized Public Relations and Marketing services. Offering a high level of personalized service, SMAK integrates creative ideas and strategic planning to deliver exceptional, sustainable results. SMAK’s current roster of fitness and active lifestyle clients includes Sweet Protection, Kari Traa, The North American Handmade Bicycle Show, Harbinger, HumanX, Potable Aqua, and EvoFit. For more information, please visit

About Sweet Protection

Based in the small village of Trysil in the midst of the Norwegian mountains and forest wilderness, Sweet Protection have developed helmets, protection equipment and technical clothing since 2000. The company was founded by a group of friends with passion for skiing and snowboarding in the winter and whitewater kayaking and mountain biking in the summer. The multi-award winning team of designers, skilled technicians and amazing team of riders have made it their mission to lead the industry in innovation – always on a relentless pursuit of perfection in every detail.