Endura’s New Helmet Promotes Brain Protection On the Go

Since 1990, UK cycling imprint Endura has continued to raise awareness for safe athletic practices. Throughout its 30-year history, the brand has shown a solid commitment to performance-enhancing gear that is equally functional and innovative while keeping its riders secure in the process.

In honor of global Brain Awareness Week, Endura continues its efforts by debuting a protective helmet designed with realistic brain injury scans. The idea aims to promote head protection while in motion, reaching 45% of British cyclists riding helmet-free.

Titled “Project Heid,” the helmet is decorated with four CAT scans of patients that sustained life-threatening bicycle injuries created in partnership with Liverpool’s The Brain Charity. The organ illustration boasts tinted fillings that showcase the affected wound alongside doctor notes that detail the traumatic incident.

Take a closer look at Endura’s “Project Heid” helmet in the gallery above. The helmet will be displayed at the St Enoch shopping center in Glasgow on March 17.

Elsewhere, legendary architect Tadao Ando to design next MPavilion.

Click here to view full gallery at Hypebeast

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