October 17, 2023 - Flaxta, the Swedish brand redefining sports protection through performance, style, and innovation, has selected Boulder-based Momentum Media PR as its communications agency of record.

As Flaxta makes its official entry into the US and North American markets, Flaxta is introducing new and award-winning styles in sports protection for the winter 2023/24 season, including helmets, goggles and back protection aimed at snowsports enthusiasts and those new to the slopes. 

Founded in Stockholm, Sweden in 2018, Flaxta was born from passionate individuals and snowsports industry veterans dedicated to moving sports protection forward through true innovation. Combining cutting-edge materials, new solutions, and best-in-class functionality in its products, Flaxta aims at increasing safety and improving the snow sports user experience at every turn. 

Commenting on the partnership, Peter Appleton, North American Sales Director for Flaxta, says:

“Flaxta is dedicated to pushing boundaries, defying norms, and challenging conventions in the sports protection space to deliver premium performance to our users. We’re rolling out new innovations in helmets and back protection that will increase user safety, comfort and wearability that overcomes typical consumer hesitations. We’re excited to partner with Momentum given their deep expertise in snow sports safety and storytelling around pinnacle product launches in that space over the last two-plus decades.”

Momentum will be handling all media relations and communications efforts for Flaxta in North America while bringing the brand forward into the ever-evolving landscape of PR and editorial-driven affiliate marketing.

Alycia Cavadi, president and founder of Momentum Media PR, says:

“We’ve been hearing about Flaxta quietly for a while and are really excited to amplify their brand story and snow safety innovations, just in time for snow forecasts to start rolling in. We’ve seen a lot of success launching global brands to the North American market, and our snow sports, outdoor, and lifestyle competencies and wide-reaching media network are a perfect fit for sharing Flaxta’s stories with new consumers.”

Flaxta’s initial sales hub is focused in the Rockies, with Ian Decker and Shondia Houtzer of Black Dog Sales leading retail partnerships for the region and hosting Flaxta’s year-round showroom at the Outdoor Market Alliance in Lakewood, Colorado, just outside of Denver.  In addition to the Rockies, Flaxta has set up a strong group of sales agencies in the Pacific Northwest, New England, Southeast, Midwest territories and from coast to coast in Canada. 

The brand is currently available in 19 markets globally and in 300 retail partners worldwide.

To learn more about Flaxta, visit to www.flaxta.com, and follow at @flaxta on Instagram and Facebook.


(Photo by Niklas Söderlund)

About Flaxta
Flaxta was founded in 2018 in Stockholm, Sweden, by a group of passionate individuals dedicated to making an impact and innovating the world of sports protection. By continuously seeking new materials, solutions, and functionality to improve the level of safety for its users, Flaxta’s goal is to keep skiers and riders safe while enhancing the on-snow experiences through its products.  Since its inception, Flaxta has created products that have turned heads and received numerous awards and recognitions worldwide. The brand is available in 19 markets globally and in 300 retail partners worldwide.

About Momentum Media PR
Founded in 2001, Momentum Media PR is a women-owned, women-led PR and affiliate marketing agency serving the outdoor, snowsports, and active lifestyle markets. Momentum takes a selective approach, working with premium brands and bringing them to their core audiences and to a much broader consumer base and mindshare.  Based in Boulder, Colorado, Momentum has worked with some of the most notable brands in the active space, and is leading brand partners into the ever-evolving landscape of affiliate marketing and e-comm optimized performance PR.  For more information, visit www.momentummediapr.com and follow at @momentummediapr on Instagram, Facebook and LinkedIn.