RAPHA + SMITH
FOREFRONT 2 MIPS HELMET

While developing the go-to-market strategy for Rapha’s global mountain bike launch in 2021, I was constantly looking for ways we could build credibility and awareness around our new mountain bike brand. Rapha was largely unknown in the mountain biking arena, especially among the all-important North American consumer. One way we achieved greater visibility and authenticity in the market was through a partnership I initiated with the American outdoor brand, Smith, mountain bike industry mainstays and pioneers in the helmet protection space. Together we set out to deliver a co-branded line of limited edition helmets made for mountain biking.

Combining signature Rapha styling with industry-leading impact protection, including full Koroyd® coverage and a Multi-Directional Impact Protection System (MIPS), we released the Rapha + Smith Forefront 2, a helmet packed with proprietary technologies that help maintain temperature and confidence on any terrain. We released the model in a variety of colorways that paired seamlessly with our new apparel.

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RAPHA PERFORMANCE TRAILWEAR + TOMORROW BUREAU

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RAPHA + BRAIN DEAD CAPSULE COLLECTION