Denver, CO (January 28, 2019) Flaxta, founded in 2018 in Stockholm, Sweden, is pleased to announce its launch at the annual Outdoor Retailer Show Show this week. Formed by a dedicated group of people with a passion to make a difference and create something new, the team takes pride in extensive experience from years in the sporting goods industry, as well as with other globally renowned and respected brands.
Flaxta is committed to redefining sports protection through a considered approach to performance, style and innovation. First products will include snow sports helmets, goggles, and back protection, as well as protection for soccer, each with world-class technologies and concepts.
AWARE - Connected safety
Aware Impact measures, analyzes and displays real-time data critical to identifying the severity of head impacts in a clear and effective manner through an easy to use app.
ENLIGHT - Lens technology
Enlight lenses filter visual contrast and boost contrast, which allows for faster reaction times and a safer ride. Developed in cooperation with Zeiss.
AVA - Protection system
AVA is a unique protection system that brings absorption, ventilation and adaption to an unprecedented new level. Short for Absorb, Vent, and Adapt, AVA has been engineered with leading polymer experts, athletes and medical researchers.
“Flaxta is set out to redefine sports protection. I’m confident that we have the collective knowledge, experience and drive to offer unique products to improve our customers level of safety and performance,” said Flaxta founder Erik Liden.
Flaxta is all about sports protection and OR marks the brand's first introduction to the world. In addition to presenting its first line of snow sports products at OR, Flaxta is also showcasing its' Soccer range, including shin guards and protective headbands.
“Our dedication to deliver new and innovative products, concepts and technologies goes beyond snow sports. By exploring both analog and digital solutions to improve the level of safety, we see a significant opportunity to create better protection. Above all, Flaxta aims to be an inclusive brand. We invite people to contribute and be a part of our journey,” concludes Liden.
Flaxta will launch at OR with an array of men’s, women’s and youth offerings. Winter OR attendees are invited to come to the Flaxta booth, #31107-UL.
For more information, please visit Flaxta online here.
For media requests, please contact Mike May at
mike@sinclaircommunications.net or 307-690-6939