Press Release: New Team Rider Emil Johansson

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Emil Johansson is joining Sweet Protection for a new collaborative partnership in 2024 and ahead.

Sweet Protection announces a new partnership with Johansson, one of his generation's most prominent MTB riders. The long-term agreement will focus on developing the next generation of MTB helmets, and Johansson will be deeply integrated into the design and development of new prototypes and put them to the test. Sweet Protection will strengthen their MTB helmet collection with world-class insights and an incredible rider in their portfolio.

Sweet Protection’s design philosophy “Stronger. Lighter. Better.” guides all design processes and product developments within the company. All helmets sit in the sweet spot of lightweight, low-volume and world-class impact protection. Their main mission is to never compromise on safety and to offer unique technology, which is all put into one goal: to enable the rider to rip in confidence.

“My decision to work with Sweet Protection was a no-brainer. It was all about finding a partner that is known for the safest helmets on the market, with great aesthetics, and design language.”

Emil Johansson

“My decision to work with Sweet Protection was a no-brainer. It was all about finding a partner that is known for the safest helmets on the market, with great aesthetics, and design language.”

Emil Johansson

Sweet Protection and Emil Johansson see their new collaboration as a collective partnership, where Johansson is deeply integrated into the design and development process of new MTB helmets. For Sweet Protection this means maximizing world-leading rider insights in the design and development processes, which aligns with their goal of relentlessly searching for perfection. 

Of course, both having Scandinavian roots, this spirit will be reflected in the new helmets fitting both Sweet Protection’s and Emil’s style.

“This partnership is more than just a sponsorship; it's a collaboration that we believe will improve our product, elevate ride experiences, and strengthen our positioning. Partnering with world class athletes has always been a valuable contributor to the development of Sweet Protection, and we are stoked about the plans we have together with Emil.”

- Pascal Herrmann, Marketing Manager at Sweet Protection

About Emil Johansson

Hailing from Sweden, meet Emil Johansson, often considered an icon when it comes to mountain biking. We are beyond proud to have Emil on the team, both as a team rider and as an important piece in developing our mountain bike-game.

Discipline: MTB Slopestyle and Freeride
Nationality: Sweden
Hometown: Falun
Year of Birth: 1999

Visit Emil’s Instagram and YouTube channel.

About Emil Johansson

Hailing from Sweden, meet Emil Johansson, often considered an icon when it comes to mountain biking. We are beyond proud to have Emil on the team, both as a team rider and as an important piece in developing our mountain bike-game.

Discipline: MTB Slopestyle and Freeride
Nationality: Sweden
Hometown: Falun
Year of Birth: 1999

Visit Emil’s Instagram and YouTube channel.

PRESS CONTACT: 

Sweet Protection | Pascal Herrmann| pascal.herrmann@sweetprotection.com

+47 46708410

Superneo communication | Lucas Schwarzer | lucas.schwarzer@superneo.de

+49 151 221 608 48

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