Sweet Protection

Illegal skateboarding to international company - SweetProtection

Skateboarding was banned in Norway until 1989, as the only country in the world. Judged too dangerous by the government. Ståle N. Møller did not care about the authorities, he wanted to skate. He grew up in a small town, deep in the woods of eastern Norway and was completely unaware of how the forbidden sport 'skateboard' developed in other parts of Norway. Before the internet, Ståle received more cultural input from California than Oslo through a priest who often traveled to the nearby Swedish border.

Stronger, lighter, better. The sweet mantra can be traced back to a school newspaper from 1988 made by Ståle N. Møller. A groundbreaking and visionary figure within industrial design, who was on a relentless mission to allow sports enthusiasts to benefit from the properties of high-tech materials and manufacturing methods.

Ståle's mission was driven by ideas and inspiration drawn from California's unique culture. This fusion meant that excellent functionality and performance alone were not enough. The distinctive design and attitude must be reflected in the product by its essential role in the creation of each concept.

The company was founded in 2000, and one of the first steps was to approach another uncompromising Norwegian; snowboard legend Terje Håkonsen. He saw the potential in the helmet prototype that was presented and joined the team. With Terje on board, Sweet Protection made the transition from a local garage to the international scene. The close collaboration with Terje on product development made Sweet realize the importance of team riders' input.

Sweet Protection continues their growth. Step by step. Even bicycles are beginning to occupy a larger part of the product range. The future is bright, and the motivation to provide the best protection in the world seems as strong as ever. In 2020, they celebrate 20 years, and we will continue to work hard so they can continue to push the boundaries.