Say hello to a revolutionary product emerging from the Swedish market that is about to drastically change the cycling industry.  Most of you reading this have ridden a bike and ill take bets there’s one thing we all share in common. Bike helmets. No one wants to wear one. This is where Hövding comes into play. “Two Swedish industrial design students have created an “invisible helmet” for cyclists concerned about safety and how they look.” Innovation is the key marketing force behind this product. The neck collar is a discreet airbag that triggers when it detects unusual movements while cycling. The trigger mechanism is based on algorithms that distinguish normal movements from that of a crash! Still unsure..? Visit the Hövding website to read about the research behind its product and the technology incorporated. Hövding offers a range of sizes, and even a small range of patterned/coloured “shells” to customize your invisible helmet (ironic right?). Despite still being in its youth Hövding plans expanding to Japan and Canada in the near future. The company boasts a solid point of difference, and being the first in the market is only beneficial to their already well positioned brand image. With a growing market, and advertising reaching every corner of the  globe through social media and youtube, the companies future is bright. The price might take you on a ‘wild ride’ (estimated around $558) without needing to step onto a bike, however, this company is surely on its way to success.
The products promotional video is a staff pick on vimeo.
View it here: http://vimeo.com/channels/staffpicks/43038579