Madison has taken on exclusive distribution in the UK and Ireland of the Bavarian brand Bliss Protection, known for its advanced range of protective gear.
The brand will be unveiled at Madison’s trade-only show iceBike* on February 25th to 27th 2014, with stock becoming available during March.
"We have high expectations and believe Bliss Protection is finally the brand to challenge the establishment and we are so confident in the products that both the Madison Saracen Development and Factory race teams will be using them along with other high profile cycle and snow athletes," revealed Madison CEO Dominic Langan.
Over five years of research and development, Bliss has pioneered its Armourgel System (ARG), which forms the basis of much of the Bliss product range. It Armourgel absorbs and dissipates energy, greatly reducing impact forces transmitted to the body. The special structure of Armourgel allows the material to absorb 80 per cent of the impact energy and unlike PU or EPS foams, Armourgel can be subjected to multiple impacts onto the same point without being destroyed. Armourgel is totally flexible, giving the wearer great freedom of movement, as well as allowing natural ventilation and airflow around the body for ultimate comfort.
Matthias Ascherl, Bliss Protection MD and founder, said: "As the protection equipment market continues to expanded and diversify, Bliss Protection is committed to develop cutting edge products for athletes and their daily needs. We are more than delighted that Madison has decided to partner with Bliss as our exclusive distributor in the UK."
If you can't wait until iceBike*, there's plenty more reading on Bliss Protection here.