CASE STUDY

Project: Brand Positioning, Strategic Marketing, Business Development

OVERVIEW

Nine years ago, S1 Helmets was virtually unknown in the world of freestyle scootering. Despite being a highly respected brand in skateboarding and BMX, it had almost no presence among scooter riders—who typically wore uncertified helmets or opted for other brands like Pro-Tec or Triple 8.

Today, S1 Helmets is the most worn helmet in freestyle scootering across the U.S. and has global influence in the sport. This is the story of how we at V-Skillz helped make that happen.

THE CHALLENGE

Scooter riders—especially young riders—saw helmets as uncool. Most preferred lightweight, uncertified options that didn’t offer real protection. S1 Helmets, though certified and trusted by pros in other sports, simply wasn’t on their radar.

The scooter community also felt alienated by the broader action sports industry. Often pushed out of skateparks or looked down on by skaters and BMXers, scooter riders lacked support from mainstream brands.

Our job was to:

Build trust with the freestyle scooter community
Introduce and normalize certified helmets
Establish S1 Helmets as the top choice in the market

STRATEGY

We went deep into the culture and built bridges across four key audiences:

1. Retailers

We gave shops a reason to stock and recommend S1:

Generous margins
Easy-to-sell helmet system with color-coded liners
Retail support (freebies, event supplies, giveaways)
We also supported shop employees directly — not just riders. We made sure those working the counter were wearing and loving the helmets themselves.

2. Riders & Influencers

Instead of just sponsoring podium winners, we focused on:

Top riders and grassroots kids alike
Early YouTubers and Instagram creators
Clear messaging: "We’re not just a helmet brand — we’re here to keep you safe. No strings attached."

We offered free certified helmets to serious riders — with or without big followings. And we extended support to their filmers, photographers, and friends.

3. Events

We supplied helmets to competitions and jam sessions across the country. We made sure that at every major scoot event, S1 was visible, valuable, and respected.

4. Parents

We emphasized one key truth: "Wearing a helmet might not be cool — but having a brain that works is."

We created educational and inspirational content that helped parents encourage safety without sacrificing their kids’ creativity and freedom.

CREATIVE COLLABORATIONS

Undialed Collab — The First Skate Brand to Collab with Scooter Influencers

Our partnership with YouTube channel Undialed was a breakthrough moment. Their video “Saving Your Life” showed the difference between uncertified and certified helmets, and helped launch the S1 x Undialed collab helmet — a first-of-its-kind partnership.

Raymond Warner — A Sellout Success

We partnered with one of the sport’s most influential figures, Raymond Warner, to design a signature helmet. The result? It became our best-selling helmet ever, quickly selling out multiple times.

Hugo Falconnat — Art-Driven Safety Campaigns

French designer Hugo Falconnat brought fun and creativity to safety messaging. Through his artistic Instagram posts, Hugo helped reshape helmet-wearing as part of a rider’s self-expression — not a limitation. His work played a key role in shifting perception within the scene.

REAL COMMUNITY IMPACT

What truly set this campaign apart was our respect for the entire ecosystem:

We treated local shops like strategic partners.
We supported filmers, photographers, friends, and family — not just riders.
We recognized and validated a youth community that often felt left out.

By being present at every level, we didn’t just promote a helmet. We built a relationship with an entire culture.

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ACHIEVED RESULTS

Brand of the Year: Voted by thousands of riders through the United Scooter Association.
Most worn helmet at U.S. scooter events within 4 years.
Sellout collaborations with Raymond Warner and Undialed.
Cultural credibility across social media, events, and youth conversations.