Amplifi FW20/21 Snow Protection
Retail Buyers Guide: Body Protection FW20/21
Interviewee: Tom Howells, Head of Product Design
What are the main trends in the helmet and/or snow protection market for action sports in FW20/21 and how do you address them with your products?
Breathability and performance, which translates to comfort and longer riding days for the customer.
Do you have any new models, accessories or innovations in the pipeline for FW20/21? Please talk us through them.
Our MKX range is extending from our super light and flexible back protection, to knee and elbow. Seamless 3D knitting technology has allowed us to really step our game, and bring fully flexible, breathable protectors that are incredible comfortable – an extension of our “2nd skin” philosophy.
Are your products targeted to specific customers / rider types?
The price point sensitive items are clearly aimed towards “weekend warrior” types, whereas our MKX range is for those who are really going to be logging the hours – but we are finding more and more that people are willing to spend a little more to make sure that they’re safe and comfortable on the hill.
Have you noticed a change in attitude towards wearing snow helmets/ protection? Do you think people are generally more risk-averse in recent years?
It’s perhaps less that they’re risk averse, and more that they risk aware! It’s all about spending time on the hill, and if you’re injured – you’re not going to be able to do that! Protective products ensure that is the case – and if they’re correctly designed and built – as AMPLIFI products are, then you won’t even notice that you’re wearing them until they “step in” to protect you from injury.
In which area do you see the biggest growth in the helmet/protection market?
Full integrated body protection for “regular” riders is becoming much more popular for us. Gone are the days of bulky knee pads, or glorified neoprene sleeves would cut it – our new range of products is a full body solution that is incredibly supportive and protective, but barely noticeable to the user when riding.
Do you have any interesting POS materials for retailers?
We offer custom solutions right down to the shop level. Ever retailer is different, dependent on their market. We work together with forward thinking shops to present new products and features to their customers depending on their market segment. A “core” backcountry specialist selling split boards is going to want to communicate in a different way to rental centre – and we’re able to tailor make POS dependent upon these kinds of things.
Please talk us through your 2-3 keys models for FW20/21.
The MKX Top rocks a radical new design based on 3D body-scanning and sport-specific musculoskeletal analysis. The ergonomic cut, flatlock seams, sweat-wicking Miharo 6+, zipper placement and high-tech comb protector combine for a killer fit and total freedom of movement in any conditions.
We’ve utilized the latest in 3D knitting tech to create the MKX Knee. The seamless, single-piece, sock-thin sleeve moves and moulds perfectly to your body – the first protector of its kind. The ergonomic design is based on 3D scans of actual athletes. It rocks the latest in MKX armor innovation. You’ll feel its awesome flex and breathability, but not the bumps.
We’ve utilized the latest in 3D knitting tech to create the MKX Elbow The sock-thin sleeve moves and moulds perfectly to your body – the first protector of its kind. The ergonomic design is based on 3D scans of actual athletes. It rocks the latest in MKX armor innovation. You’ll feel its awesome flex and breathability, but not the bumps.