POC and Danny MacAskill extend partnership to 2019
Danny MacAskill and POC have been working closely since 2009 when Danny first burst onto the global scene with his first film, Inspired. After many successful years working together POC and Danny MacAskill have decided to continue their partnership for another three years.
POC, which is currently celebrating its 10th anniversary, is a Swedish company with a strong mission ‘to do the best we can to possibly save lives and to reduce the consequences of accidents for gravity sports athletes and cyclists.’
POC CEO and founder, Stefan Ytterborn, commenting on the partnership, said – ‘When I first saw Danny in his film in 2009 I realized immediately that he was unique. We set about building a partnership, including creating pro model helmets, but that was only part of the story. Anyone who sees what Danny does on a bike will be left in awe, much as my first experience. But what is equally impressive is that he is the most down to earth person you could hope to meet. Being able to support Danny take bike riding to a whole new level is truly inspiring and I am extremely happy to be able to extend our partnership.’
Danny’s films feature predominantly on social media and are now seen over the globe by hundreds of millions. Imaginate, released in 2013, has over 50 million hits alone which clearly puts his skill and imagination into perspective. Others films, such as The Ridge and Cascadia, have brought a whole new perspective to bike riding in mountain and urban landscapes respectively and showcase Danny’s unique bike skills.
Danny MacAskill added – ‘I have been working with POC since 2009 and it was easy for me to continue the relationship as I have tested countless helmets over the years and I know what wearing the right helmet can do for you. Through a variety of falls I have retired nearly fifteen helmets and by working with a leader in the field, and who have athlete safety at the core of their mission, I get the confidence and ability to really concentrate on what I’m doing on the bike.’