Launching the world’s most effective concussion reduction ingredient brand.

Concussion reduction category leader MIPS built its dominance by selling a “brain protection system,” teaching people that no MIPS means a helmet isn’t safe. We took a divergent path–protecting not just the brain, but the human mind. By celebrating what makes you you, RLS was able to transform remarkably safer tech into something deeply human and refreshingly relatable—a brand that protects life’s experience, not just the head. Our ground up ingredient brand creation hydrated RLS’ tech proposition with a dimensional, relatable, and lovable personality. By partnering with Also, a brand spun from Rivian, the release layer technology showcased its seamless integration into nascent products for a safer ride experience.