"Sweet Protection was founded in Trysil in 2000. Since then, a group of sports enthusiasts from Norway have been striving to offer a technically advanced line of helmets, protectors and clothing," reports Martin Schmid from Sweet Protection's Swiss agency.

According to Schmid, it was only a matter of time before the Norwegians launched their own mountain bike line, as biking is high on the list of priorities in summer. Sweetprotection will be showcasing a newly designed full-face carbon helmet weighing 850 grams as well as protectors and clothing that not only appeal to downhillers and freeriders, but are also likely to find their purpose in all-mountain and enduro use.

Sweet Protection took its first steps with bikewear this summer and will be exhibiting at Eurobike for the first time in 2012 (Hall B2, Stand 408). The Swiss market is served by Sweet Protection Agency Switzerland, based at Butzenstrasse 60 in Zurich.