Of course, S1 Helmets was well established before opening the Scoot Division in May 2017.
The S1 Full face helmet is favored among high speed downhill skaters and BMXers, skaters have been wearing the S1 Certified for years.
In the scoot world however, where shops until a few months were mostly selling soft shell helmets, S1 helmets had not much presence until recently.
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| Brig Beck S1 Lifer since Day 1 |
A few conscientious scoot parents had made their research and were already outfitting their kids with the best protection on the market. S1 scoot ambassador Brig Beck was one of them, his dad had to take him to skate shops to get the S1 certified helmet he wanted for his son.
Recent Advanced Division winner of the Ronka Underground Park ISA Qualifier, Daniel Deeder & his brother Dominique coming from an action sports family with a vert skater dad, have too been wearing S1 for years.
Pro rider & Chenga Chronicler Jon Cross has always been wearing a S1 as his local park Chenga World have been pushing certified helmets in BMX for years and repping S1.
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| The Deeder S1 Family. Sons Dominic and Daniel now on top of scooter podium |
However, those are exceptions, with little education about helmets, most riders just bought whatever was available and rare were the scoot shops selling certified helmets in the US.
The traditional soft shell skate helmet, a low price bargain with a lab tested impact reduction of 0.5% (1000G) has been flying off the shelves for decades… why change a product that sells?
This had been the state of the helmet market on the US scooter scene until S1 opened its Scoot Division at the end of May 2017. Headed by Pierre Camoin, former District Scooter Marketing Director, the S1 Scoot Division quickly got on board top riders and showed up the brand’s intention to support the scene.
The wins started to come up fast, S1 Ambassador Chris Farris won SD11 - the biggest prize money to date - that August wearing his S1 on the podium. California local Winter Series saw S1 helmets on the podium of each division... on many steps!
But it was at the first International Scooter Association World Championship Qualifier at Ronka Underground skatepark in Bakersfield in February, that the S1 take over got really obvious.
In Pro, again Chris Farris got the win with #S1Lifer Michael Uhrich in 2nd, Bransyn Smith in 5th, Jordan Robles 6th, Raymond Warner 7th… and it keeps on going!! A few top riders not on S1 but a wide majority are carrying the S1 hype!
In the Open Division? Full S1 podium, 1,2 and 3 Daniel Deeder, Nate Pena and Colin McClean… #4 Seth Laughlin also on S1.
For the other divisions … you get the pattern.
Watch some of the V-blogs of the events (United Scooter Association, Raymond Warner, Deeder Bros, etc.) all one sees is S1 helmets!
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| S1 Winners: Daniel Deeder (Open), Chris Farris (Pros) |
S1 has been supporting the recent scoot comps with prize money - total of $8,0000 offered at the Ronka event! - and also giving up helmets for comp prizes.
One could argue, it’s the reason of such a take-over in that niche but, contest prizes also included certified helmets from a different brand and S1 competitor have a big banner hang on the contest park… Options are there and the riders have made their choice, they ride S1!
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| Jon Cross at Chenga World Skatepark |
The “S1 take over” is quite obvious on YouTube, the preferred platform of this generation.
“S1 saved my Life”, Undialed video were first to showcase S1 strength to the scooter world, now racking over 238K views.
Like for the podiums, it becomes here too easier to name the top guys not riding on S1!!!
S1 helmets got massive, massive coverage from 2 million strong grom-star Rocco Piazza, stunt bros team the Funk Bros (Corey riding a kid bike of a roof into a trampoline full of balloons!! Riding certified is a must!), Chris Farris’s Full Ride, all-time legend Raymond Warner and, more recently teen idol Tanner Fox (get him to 7 Million!!).
S1 efficient protection, 74.7% impact reduction attracts parents of young competitors but it’s the S1’s look that charms the YouTubers!
;) No bulky head, S1 streamlined fit, just looks way better on screen! ;)
... and you can wear your S1 for hours after riding not realizing you still wear it (See tanner Fox latest prank video!).
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| A few views... from the Tanner Fox channel... |
Of course, on a business stand point, this does only matter if retailers are following suit and listening to the increasing demand.
S1 got its first strong support from the Scooter Warehouse (Atown Park) & Ronka Underground, both family oriented parks and shops with Kevin, Andrea and Suzie already well aware of the need for certified helmets. Riders injuries are perhaps more personal for them as they often happen on their ground, their park. As coaches, parents and park owners, safety is ingrained in their thinking and they became S1 first supporters.
This lead the way for other shops to follow and break down the quasi-monopoly of soft-shell helmets.
No doubt that Southern California is home of the highest concentration of scoot shops and nowadays rare is one not carrying S1.
The hype has crossed the US via Utah & Colorado to hit the East Coast starting with Broadway Scooter Shop in New York and in Florida at Redi to Pedi!
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| A wall of S1, at our newest retailer, AZ Grind! |
Australian top shop Scooter Hut will soon receive a huge stock of LITxS1 helmets.
While in Europe, S1 presence into scoot shop is also expending ahead of a new wholesale distribution center being set up. Shops like AJ Scoot (Denmark), Dissidence (France), Ride Side (Austria), Go Sk8 (Ireland), Rolling Rock (Switzerland) and some others have launched S1 European presence.
Of course, S1 is not yet everywhere some shops have their own alliance and deals, however S1 gain in market shares in this short amount of times have been considerable!
After only a few months current retailers already mentioned that S1 is by far out selling the other established helmets brands.
So, you you can see at the last Ronka event or on YouTube is reflected at the retail level, huge hype for a quality safety item!
When was a helmet ever cool!?
S1 helmets are!
S1 dominance might not be forever however, it’s not doubt it is pushing soft-shell helmets out of the market and forcing its competition to be active and supporting of the scooter scene.
May S1 Scoot Division success help eliminate “Board Racism” by showing brand it is a market worth to be involved and proud of!
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| Chris Farris, the crowd loves him - Nitro Circus World Games - Photo by Shelby Grimnes |
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Look for S1 Lifer helmets, liners at your local scooter shop or get yours online:
http://shop.s1helmets.com/s1-helmets/
Pro Kneepads coming in Spring
S1 x LIT collab helmet is back in stock!
Follow us on Instagram @S1Scoot
For wholesales inquiries, contact Pierre Camoin pierrecamoin@gmail.com, headline “Safe Helmet”!!
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