Stockholm, Sweden, January 14, 2020 — Flaxta, a brand committed to redefining sports protection, today announced an exciting new partnership with Henrik Harlaut, an 11-time X Games medalist and one of the most innovative and influential skiers of all time.
Commenting on the announcement, Ola Melin, Flaxta Chief Marketing Officer, said: “Henrik Harlaut is an iconic athlete. His contribution, and our admiration, goes beyond just his skiing. We share Henrik’s passion and positive attitude, and are proud to team up with him to explore innovations and new ideas together.”
The new partnership means that Harlaut will represent Flaxta and wear the brand’s unique back protection. Starting with the 2019/2020 winter season, Henrik will wear Flaxta’s Behold back protection vest, which is the most ventilated, flexible and low profile certified back protector on the market.
“Flaxta’s take on back protection is refreshing. It gives me an opportunity to focus on my performance without having to worry about my equipment,” said Henrik Harlaut.
The low-profile back protector attracted the interest and praise from the industry at last year’s ISPO in Munich and Outdoor Retailer in Denver. The unique construction is possible thanks to Flaxta’s AVA compound (short for Absorb, Vent and Adapt), which has been developed together with leading polymer experts and members from Flaxta Science Crew.
“Created with Henrik’s riding style in mind, our Behold back protector targets all skiers and snowboarders who find current back protectors too stiff, warm and bulky. Getting these riders to consider wearing a back protection has been our main focus and we are excited to contribute and make skiing and snowboarding safer,” said Flaxta founder Erik Liden.
The Behold back protector vest, available in specific men, women and kids versions, is available at flaxta.com and through select retailers as part of Flaxta’s 19/20 snow range.
About Flaxta: Flaxta is a brand committed to redefining sports protection through a considered approach to performance, style and innovation. The brand offers a full array of men’s, women’s and youth snow sports helmets, goggles and back protectors. For more information, please visit flaxta.com