Mips Safety Symposium
Overview / Challenge
Mips, the global leader in helmet safety technology, wanted to advance the conversation around rotational motion — a complex but critical safety issue. The challenge: make the science engaging, expand reach beyond endemic outlets, and strengthen the credibility of Mips and its partner brands.
Mips CEO Max Strandwitz speaks with members of the media, brands, and athletes in attendance.
Approach / Solution
Hosted the Mips Safety Symposium on January 25, 2023, at Blackmore Ranch in Murrieta, CA — timed between Supercross rounds to maximize attendance.
Partnered with brands including Alpinestars, Fox Racing, Thor, Troy Lee Designs, and CAKE electric motorbikes to showcase helmets, conduct demos, and present innovations.
Organized presentations from Mips CEO Max Strandwitz and the R&D team in Stockholm, including a live testing demonstration.
Coordinated appearances and Q&A sessions with high-profile ambassadors: Ricky Carmichael, Carey Hart, Troy Lee, Justin Barcia, Michael Mosiman, Pierce Brown, and Max Lee.
Managed media outreach, press distribution, and asset sharing, ensuring coverage extended beyond endemic press.
Motocross icons and Fox athletes Ricky Carmichael (left) and Carey Hart (right) discuss the importance of helmet safety in the sport.
Results / Impact
50+ attendees, including industry leaders, athletes, and media.
12 media outlets attended, producing 12 features across ESPN, Cycle News, Racer X, RoadRacing World, Motorcyclist, Vital MX, and more.
Achieved 11.5M+ earned media impressions with additional stories scheduled post-event.
Produced and distributed a full suite of content — professional photos, a recap video, and post-event PR — shared by partners and ambassadors for extended amplification.
