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Burton snowboard helmets will soon incorporate innovative new technology that, according to the company that created it, sets a new standard in helmet safety.

The Multi-directional Impact Protection System (MIPS) mimics and reinforces the brain's own protection to reduce the risk of brain damage.

A MIPS company statement says: 'Helmets on the market today are based on the same technology that was developed during the 70's. They provide adequate protection but they don't protect against brain damage caused by an angled impact to the head.

'The MIPS protection system reduces the risk of brain damage by mimicking the brain's own protection system, using a unique sliding low-friction layer between the head and the helmet liner.

'This means the new R.E.D. helmets can absorb more energy created by an angled impact to the head (which is how most head injuries occur). By designing technology addressing how accidents actually occur, these new standards will help to minimize the risk involved with angled impact to the head.'

MIPS will initially be integrated in the Burton R.E.D. 2012 'HI FI' helmet model, a helmet that was used by six out of seven snowboard medal winners at the 2010 Olympic Winter Games in Vancouver. The helmets will be available in shops worldwide from August 2011.