Flaxta sets out to Redefine Sports Protection

Flaxta Shin Guards - Next generation protection

Flaxta, founded in 2018 in Stockholm, Sweden, is pleased to announce its launch at the annual Outdoor Retailer Snow Show (Jan 30 – Feb 1) and ISPO trade show (Feb 3-6).

Formed by a dedicated group of people with a passion to make a difference and create something new, the team takes pride in extensive experience from years in the sporting goods industry, as well as with other globally renowned and respected brands.

Launching at OR and ISPO 2019, Flaxta is committed to redefining sports protection through a considered approach to performance, style and innovation. First products will include snow sports helmets, goggles, and back protection, as well as protection for football, each with world-class technologies and concepts.

Aware is a digital concept for connected safety. Aware Impact consists of a sensor, algorithm and app that measures, analyzes and displays the severity of head impacts.


AVA is a unique protection system that brings absorption, ventilation and adaption to an unprecedented new level.

Enlight lenses filter visual information and boost contrast, which allows for faster reaction times and a safer ride.  Developed by Flaxta in collaboration with ZEISS.

Flaxta is set out to redefine sports protection. I’m confident that we have the collective knowledge, experience and drive to offer unique products to improve our customers level of safety and performance,” said Flaxta founder Erik Liden. 

Flaxta is all about sports protection and OR and ISPO 2019 marks the brand’s first introduction to the world. In addition to presenting its first line of snow sports products at OR and ISPO, Flaxta is also showcasing its football range, including shin guards and protective headbands.

Our dedication to deliver new and innovative products, concepts and technologies goes beyond snow sports. By exploring both analog and digital solutions to improve the level of safety, we see a significant opportunity to create better protection. Above all, Flaxta aims to be an inclusive brand. We invite people to contribute and be a part of our journey”, concludes Liden.

Flaxta will launch at OR and ISPO 2019 with an array of men’s, women’s and youth offerings. For more information, please visit www.flaxta.com. 

Winter OR attendees are invited to come to the Flaxta booth, #31107-UL. ISPO attendees are invited to come to visit Flaxta in Hall B6, Booth 110.

Booth #31107-UL

For media requests, please contact
Mike May at mike@sinclaircommunications.net.

Hall B6, Booth 110

For media requests, please contact
Ola Melin at ola@flaxta.com.

Flaxta Shin Guards - Next generation protection
Flaxta Shin Guards
Flaxta logo