Eva De Roo cycles stylishly and safely through Brussels with Lazer's new urban helmet line.

Eva De Roo cycles safely and stylishly through Brussels in a playful video made in collaboration with the Antwerp production house SHOOTTHEARTIST. With humor and flair, she emphasizes the importance of road safety and inspires others to consciously choose for their own protection. As a proud ambassador of Lazer Sport, Eva is committed to spreading the message: responsible cycling really does make a difference.

The Verde and Maze KinetiCore helmets are Lazer's latest urban models, designed with urban cyclists in mind who value both sustainability and safety.

The Verde KinetiCore, launched in April 2024, is based on a circular design and consists of at least 70% recycled materials, including old CDs - think those old Nickelback and Madonna CDs that now contribute to your safety on the bike. The Verde KinetiCore recently won both the German Design Award, and the prestigious Henry van de Velde Award, bringing the total number of design awards for Lazer to five.

The Maze KinetiCore, introduced in September 2024, is light, compact and ideal for city dwellers who don't want to compromise on safety.

Thanks to innovative KinetiCore technology, both helmets offer excellent protection through built-in, shock-absorbing structures. In addition, the helmets are equipped with Lazer's unique EcoLoc system, an important step toward full circularity. This allows the helmet to be easily disassembled at the end of its useful life so that each component can be recycled separately.

With the slogan “Use Your Head,” Lazer encourages everyone to be smart about safety. Although a helmet almost halves the risk of head injury, 80% of cyclists still do not wear one.

Bicycle use in Lazer's home country continues to grow by 2024, 35% of Belgians use bicycles daily for commuting (Statbel). With this growth also come safety challenges.

Priced at €99, the Verde KinetiCore helmet offers urban cyclists a combination of style, durability and affordable safety. Lazer proves that high-quality protection can be accessible to any cyclist. Both models come in a wide range of stylish colors and are available for both adults and children.

Founded in 1919, Lazer has led the industry in helmet innovation, design, protection, and technology. A century of heritage, experience and passion means our helmets are some of the most advanced, lightweight, stylish, and well-ventilated on the market.

As a company, we’re constantly striving to forge new paths and disrupt the standard way of thinking. All our products are designed in Belgium and are available for every cyclist, based on the principle of universality, yet we’ve never forgotten our roots – we still ride our products over cobbled farm roads, and we’re still reaching to new heights to innovate, improve and create what we would want to use ourselves.

For more high-resolution photos, please download the full press kit. For more information about the new helmet line, please visit the website link.  

Didn’t find the information you were looking for? Please contact Sofie Hertog, Lazer Sport NV. E-mail Sofie.hertog@lazersport.com