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Giro and Bell offer MIPS trade-up program

Published August 9, 2016

SCOTTS VALLEY, Calif. (BRAIN) — Giro Sport Design and Bell Helmets have announced a helmet trade-up program for consumers through the brands' authorized IBDs.

Beginning Aug. 5 and continuing through Oct. 31, consumers may bring in their current helmet to a local Giro/ Bell retailer and exchange it for a 25 percent discount on select 2016 Giro and Bell cycling helmets equipped with the MIPS system.

"We really believe in MIPS. Laboratory testing shows that MIPS may redirect energy and offer an additional measure of protection in certain impacts," said Dain Zaffke, Giro's marketing director. "But we know that many consumers purchased helmets before MIPS technology was widely available or affordable. By partnering with our local dealers, we are able to offer this 25 percent discount to help their loyal customers make the step up to a new helmet with MIPS technology, while driving sales and protecting dealer margin."

"MIPS-equipped helmets have become an increasingly important portion of our sales," added Sean Coffey, Bell's marketing manager. "Since we first introduced helmets with MIPS technology in 2013, they have grown to represent over 20 percent of our units sold, and we continue to see strong demand from riders for helmets equipped with MIPS technology."

The program does not include early-release 2017 model year helmets. The company said dealer participation is not mandatory.

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