Nitro Circus Rides with Bell Helmets

Strategic Partnership Launches with Nitro Circus Live’s San Diego Debut, Then Heads to Salt Lake City for the Nitro World Games

LOS ANGELES – June 16, 2017 – Nitro Circus, the world’s top action sports entertainment company, and Bell Helmets, one of the industry’s most iconic brands and a leader in innovative head protection, are joining forces with a new partnership. As part of the agreement, which takes effect immediately, Bell Helmets becomes the official helmet of Nitro Circus. In addition to action sports icon and Nitro Circus ringleader Travis Pastrana wearing Bell, other world-class athletes such as FMX rider Beau Bamburg and BMX star Jaie Toohey will wear Bell Helmets at Nitro Circus Live shows and other events around the globe.

Kicking things off, Bell Helmets will be onsite at Nitro Circus Live’s highly-anticipated San Diego show, coming to Qualcomm Stadium this Saturday, June 17. This is Nitro Circus’ first-ever tour stop in this action sport hotbed, and Bell Helmets will celebrate by being part of the fan Activation Zone located inside the venue concourse. Then, the Nitro World Games return to Salt Lake City’s Rice-Eccles Stadium – and NBC – the following Saturday, June 24. Bell Helmets will create a series of custom-designed helmets exclusively for competition winners. Designed by seminal artists like Chris Wood, each helmet will embody the boldness and daring befitting a champion.

In addition to Bell’s “official helmet” distinction and activations within Nitro Circus events, the partnership paves the way for product collaborations and retail initiatives of varying levels in 2018 that leverage the combined strength of the two brands.

“Nitro Circus and Bell are perfectly aligned. We share the same commitment to progression through safety, and continually invest in new technology to help athletes reach new levels of performance,” said Peter Maule, Nitro Circus’ Global Head of Licensing. “We are tremendously excited about the opportunities that lie ahead.”

“Nitro Circus is all about breaking boundaries and establishing ‘firsts in action sports,’ and Bell is all about inspiring and enabling the next generation of boundary breakers, so this really is a match made in action sports heaven,” said Chris Sackett, Bell Helmets Vice President. “Nitro Circus’ ability to engage families and young fans, creates a legit platform for collaborative products and activations at retail, and that’s very exciting to us.”

This partnership is part of Nitro Circus’ comprehensive licensing strategy across a variety of sectors. It encompasses an expansive collection of soft-lines and hard-goods alike. Categories include apparel, sporting goods, toys, bikes, scooters and other ride on products, plus video games and more. Looking further ahead, Nitro Circus is pursuing emerging opportunities with skill-based casino gaming, virtual reality amusement park rides and experiences.

About Nitro Circus

Nitro Circus, the world’s biggest action sports entertainment brand, creates electrifying live events and unbelievable original content that at once exhilarates, captivates and inspires thrill-seeking fans worldwide. Co-founded by global superstar Travis Pastrana in 2003, Nitro Circus has since grown into a multiplatform phenomenon producing hit television shows, critically acclaimed documentaries and innovative digital offerings. That success gave rise to the Nitro Circus Live tour. Created in 2010 by action sports industry guru – now Nitro Circus’ Executive Chairman and Global Head of Creative – Michael Porra, Nitro Circus Live has travelled the globe, playing to sold-out stadiums on five continents. The company introduced an innovative breakthrough in 2016 with the debut of Nitro World Games, completely rebooting action sports competition in the process. With over three million tickets sold to date, television programming that has aired in over 60 countries, more than 20 million engaged fans across its social media platforms and a burgeoning consumer products business, Nitro Circus is at the forefront of action sports and entertainment. For more information visit

About BELL

Founded by Roy Richter in the garage of a Southern California speed shop in 1954, Bell redefined the racing helmet and in doing so spawned an entire industry. The company is synonymous with protection and progression, and for over 60 years champions in auto, motorcycle and bicycle competitions all over the world have used its helmets. Purpose built, Bell has set the standard for excellence and innovation with nearly every advancement in safety on the list of helmet “firsts.” The Scotts Valley, California company was acquired by Vista Outdoor in April 2016. Bell is online at

About Vista Outdoor Inc.

Vista Outdoor is a leading global designer, manufacturer and marketer of consumer products in the growing outdoor sports and recreation markets. The company operates in two segments, Shooting Sports and Outdoor Products, and has a portfolio of well-recognized brands that provides consumers with a wide range of performance-driven, high-quality and innovative products for individual outdoor recreational pursuits. Vista Outdoor products are sold at leading retailers and distributors across North America and worldwide. Vista Outdoor is headquartered in Utah and has manufacturing operations and facilities in 13 U.S. States, Canada, Mexico and Puerto Rico along with international customer service, sales and sourcing operations in Asia, Australia, Canada and Europe. For news and information, visit or follow us on Twitter @VistaOutdoorInc and Facebook at

Source: Nitro Circus

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