Active Brands is committed to propelling strong and sustainable outdoor sports brands into global leadership. One of the brands under Active Brands’ umbrella is Sweet Protection, a name synonymous with superior protective gear for outdoor enthusiasts. 

Sweet Protection’s Mission 

Sweet Protection’s mission is straightforward yet profound: “To create superior protection inspiring people to push their boundaries.” This mission encapsulates their dedication to blending industry-leading innovation with the finest craftsmanship to produce the safest and most advanced helmets, eyewear, protective gear, and apparel. Every decision made by Sweet Protection is guided by their core design philosophy: Stronger. Lighter. Better. 

Norwegian Roots and Global Vision 

Based in Norway, Sweet Protection was founded by a close-knit group of skiers, riders, cyclists, and paddlers. Their shared passion for outdoor sports led them to create gear that not only meets but exceeds the demands of extreme environments. The founders use the gear themselves and stand firmly behind every product they produce, ensuring that there is no compromise on safety or performance. Their mantra, “Our passion is your protection,” resonates deeply within the outdoor sports community. 

The innovative spirit of Sweet Protection can be traced back to a school paper from 1988, crafted by Ståle N. Møller, one of the founders and the head of design and development. Ståle, a pioneering industrial designer, embarked on a relentless mission to harness high-tech materials and advanced manufacturing methods for the benefit of action sport enthusiasts. His ideas were significantly influenced by California’s vibrant board cultures, which emphasized not only functionality and performance but also distinctive design and attitude. 

The Mantra Evolution 

What began as scribbles on a school paper has evolved into a core brand identity for Sweet Protection. The mantra has matured over the years into a clear and compelling statement: “We create superior protection inspiring people to push their boundaries.”  Their motivation to produce the best protection in the world remains as strong as ever. As they continue to inspire and equip outdoor enthusiasts to push their boundaries, Sweet Protection stands as a testament to Active Brands’ mission of accelerating strong and sustainable outdoor sports brands into global leaders. Whether you are skiing down a treacherous slope, cycling through rugged terrain, or paddling across wild rivers, Sweet Protection ensures that you can do so with confidence, knowing you are equipped with the best protective gear available. 

At NRI, we take pride in our collaboration with Active Brands and Sweet Protection. Working with such a forward-thinking and dedicated team is not just a professional relationship but a source of inspiration. We are continually impressed by their commitment to excellence and innovation. Partnering with Sweet Protection is a privilege, and we look forward to many more years of successful partnership.