Anti Ordinary A2 – The World’s Greatest Brain Protection Device

In identifying why so many snowsports participants preferred not to wear helmets, Rob looked to the mountain, skateparks and roads to understand why people were risking their lives by not wearing helmets. The issue was found to be experiential. Traditional helmets dampened the non-mechanical, nature-based Snowsports experience. Additionally, every headshape is unique, making it impossible for rigid helmets to fit properly and feel comfortable – increasing the barrier to adoption. Beyond this, the lack of innovation in the space was unconvincing for participants to prioritise saving their lives. Many challenges existed, all central to the design of an unrevolutionised product.

When Rob looked on the mountain, he realised that everyone who wasn't wearing a helmet wore a beanie. In fact, most people who wore a helmet, wore a beanie underneath. In town, off the hill, many wore beanies too. So, instead of making a helmet more comfortable, they decided to make a beanie that was safe. Not an easy feat, Anti created technology that is included within their 2 patents to allow a protective shell to fit, feel and look like a beanie, while creating industry leading safety results, not seen from even traditional helmets in the category, and beyond.

The design has seen impact globally. In only it's first commercial season, the A2 saw sales across 30+ countries, adoption by some of the world's most iconic athletes and figures, and attracted a 5-star safety rating by Virginia Tech safety labs - scoring the safest 'all mountain' helmet the lab has ever tested. While this is nice traction globally for a new product, the biggest impact has been saving lives. Anti receives countless messages and emails from customers saying 'your helmet saved my life today'. Our company motto is 'Protecting The People We Love' - this is how we measure impact.

The A2 features the patented dynamic frame - an unprecedented 80+ parts that come together to make a frame that translates and adjusts for any headshape. It has the lowest centre of mass available, meaning that most users forget they are even wearing a helmet. The fit is firm and close, presenting as more of an extension of the head, rather than something that sits atop the head like traditional helmets. The A2's patented dual-stage liner features a non-Newtonian and EPS foam matrix, designed and tuned specifically to allow the maximum efficiency in protecting the brain in an impact. Coupled with the dynamic frame, the A2 also dissipates rotational energy more effectively than industry counterparts. The goal was to create a helmet that people forget they are wearing, much like a seatbelt. Importantly, the A2 also comes with a merino blend outer, that perfects the look and feel, as well as regulates temperature for the user. The beanie outer zips on and off, allowing washing and changing. With 15 styles currently available, users can change their outer and have style variety never before available in brain protection, making people actually excited to use a helmet - and converting many non-wearers!