SWEET SNOW HELMETS F/W 2025/26 PREVIEW

Retail Buyers Guide: Snow Helmets F/W 2025/26 Retail Buyer’s Guide
Brand: SWEET
Interviewee: Pascal Herrmann | Marketing

Which products sold best in the winter 2023/24 and why?
Success Across All Key Categories: Ski & Snowboard Helmets, and Snow Goggles. We’ve seen great growth across our entire range, particularly in ski and snowboard helmets, as well as snow goggles. A closer analysis of our helmets segment reveals a balanced and robust performance across all categories: Race, Freeride, and All-Mountain at various price points. We are especially thrilled with the success of our latest product innovation, the Adapter Mips All-Mountain Helmet. This helmet is a standout performer, thanks to its lightweight construction, sleek design, and exceptional comfort, offering the protection performance you except from a Sweet Protection helmet. The positive market response on this helmet reflects our commitment to innovation and quality, ensuring that we meet the needs of today’s consumers.

Are you feeling the impact of climate challenges (unpredictable conditions, snow at higher altitudes, more expensive costs) on your product demand and development?
Snow conditions play a crucial role in driving consumer motivation and their willingness to invest in premium products. These conditions also significantly influence our retail partners’ decisions to commit to pre-season bookings and in-season replenishments. The 2023/2024 season, we’ve observed a mixed start across different regions:
Europe & North America: Snow conditions have been slower to develop in some areas, leading to a delayed start. Nordics: On the positive side, we’ve seen excellent snow conditions and early cold weather, which have significantly boosted demand in this region.

Which product do you expect to grow the most of your 2025/2026 collection?
Despite the unpredictable snow conditions and macroeconomic challenges, including inflationary pressures affecting consumer spending, we’re optimistic about maintaining strong growth rates. Looking ahead, we’re excited about the upcoming launch of a new All-Mounain helmet (Daymaker Mips) in the 150 EUR range. The Adapter Mips helmet (launched in October 2024 is expected to excel during the sell-in period, given great response from consumers and media at this moment. Additionally, our proprietary 2Vi® technology platform, integrated into our premium race (Volata 2Vi® Mips, Trooper 2Vi® Mips Slalom) and freeride helmets (Trooper 2Vi® Mips, Grimnir 2Vi® Mips, Igniter 2Vi® Mips), continues to be a significant growth driver, supported by outstanding consumer feedback, strong test results, and top safety rankings from Virginia Tech, solidifying our brand’s reputation for safety and innovation. Moreover, we’re seeing strong momentum in our goggle segment, particularly with our proprietary RIG® lens technology, which continues to exceed consumer expectations. The newly launched RIG® Quartz lens, designed for low light and bad weather conditions, has received phenomenal feedback from professional alpine racers and freeriders worldwide, who praise its significant impact on enhancing their performance.

What are the design and material highlights of your 2025/26 collection?
Our helmets combine in-house innovation with a clean, modern design. Built with advanced technology, they offer high comfort and reliable protection performance, so you can push your limits no matter where you choose to play.

What are your marketing stories for 2025/26?
For the FW25/26 season, our marketing stories focus on showcasing the performance and innovation of our iconic helmets and goggles in two key categories: Race and Freeride/All-Mountain. In Race, we highlight our world-class alpine skiers and our helmets / goggles’ precision engineering, our proprietary technologies 2Vi® Mips and RIG®, positioning them as the ultimate tool for unstoppable racers. In Freeride/All-Mountain, we center around the Trooper 2Vi® Mips helmet, promoting it as the perfect companion for all-mountain adventures, paired with the ideal goggle selection. We’re also launching a limited edition capsule collection to celebrate 25 years of superior equipment, creating exclusivity and excitement around our brand’s legacy. These campaigns aim to drive awareness, brand heat, and engagement across all our segments.

How are you supporting retailers to sell this category?
We’re equipping our retail partners with a comprehensive set of tools to inspire, educate, and engage consumers at every stage of their journey, both online and offline. This 360-degree communication strategy includes trainings, content assets, videos, advertorials, product seeding, and ready-to-use in-store materials. Additionally, we’re driving targeted campaigns to generate consumer demand and amplify brand presence, ensuring a cohesive and impactful brand experience across all touchpoints.

Key Products:

Adapter Mips Helmet:
The Adapter Mips All-Mountain Helmet is lightweight, comfortable, and sleek, with the Mips® safety system for added protection against rotational impacts. Designed for modern all-mountain riders, it combines style and performance in any condition. With 19 adjustable vents, it ensures optimal airflow and comfort, making it a great value for the tech it offers.

Adapter Mips

Trooper 2Vi® Mips:
The Trooper 2Vi® Mips Helmet is our most iconic snow helmet. This is the go-to Helmet for our Freeride team with its robust and safety-focused construction. The third generation Trooper helmet was completely redesigned in 2022 on Sweet’s revolutionary 2Vi® Technology Platform, engineered to outperform without compromising on weight and volume.

Trooper 2Vi® Mips

Daymaker Mips Helmet:
Every great day on the mountain starts with the right gear, and that’s why we have created the Daymaker Mips Helmet. Designed as a versatile all-mountain helmet, it delivers the protection, comfort, and functionality you need for a day on the slopes. Featuring the Mips® Safety System, it adds an extra layer of protection against rotational

Daymaker Mips

forces during an impact.