Longtime Journalist and Gear Expert To Expand Awareness in North America
(BOULDER, CO - APRIL 23, 2025) - Sweet Protection, the industry leader in high-performance helmets and goggles, announced today that it has named Jon Jay as its new Brand Marketing Manager for North America, adding an industry veteran with extensive experience as the company continues to expand its footprint in the United States and Canada.
Jay joins Sweet Protection after more than three years as the Marketing Content Manager for Fischer Skis, where he worked in a variety of marketing, digital content and public relations capacities, as well as with the Austrian ski brand's roster of professional athletes and influencers. Prior to joining Fischer, Jay was the Senior Editor for SKI Magazine, where he led gear testing for ski, ski boot and backcountry gear. Jay has also spent nearly a decade as a journalist covering the ski industry.
In his new role, Jay (right) will be tasked with increasing Sweet Protection's brand awareness in North America through innovative marketing and public relations channels, and also working with large- and small-scale retailers in the United States and Canada to help place more of Sweet Protection's award-winning helmets and goggles in the hands of skiers, snowboarders, cyclists and mountain bikers. Jay first became aware of Sweet Protection more than a decade ago when he was starting out as a freelance gear writer while living and working in Silverton, Colo.
"The first Sweet Protection helmet I tested was the Trooper Helmet about 10 years ago, and I was so stoked. The fit and the performance were excellent. Since then, everyone in the industry I've worked with has affirmed that Sweet Protection simply makes the best products," Jay said.
" I've worn Sweet Protection bike helmets exclusively for eight years, but the task now is just increasing that awareness for people who want quality gear but might still be new to the brand. Skiing and biking are definitely my biggest passions, and I'm stoked to work with a company as respected as Sweet Protection."
In addition to being an established freeride and backcountry skier, Jay is an experienced road and mountain biker who has spent most of his life in Colorado. Last year, he competed in the XTERRA Off-Road Triathlon World Championship in Molveno, Italy. He will work out of Sweet Protection's office in Broomfield, Colo.
"We're thrilled to welcome Jon to Sweet Protection as our new Brand Marketing Manager for North America. He brings a wealth of experience in the outdoor industry, as well as in media and communications," said Bob Donker, General Manager for North America of Active Brands, the parent company of Sweet Protection.
"He's also a passionate skier and accomplished mountain biker familiar with the reach and reputation of Sweet Protection, and we look forward to him embracing this role and introducing more athletes to what we have to offer."
About Sweet Protection
Based out of the small village of Trysil, in the midst of the Norwegian wilderness and close to the mountains, the Sweet Protection crew has been developing helmets, eyewear, protection gear and technical clothing since 2000. The multi-award winning team of designers, skilled technicians and the amazing team of riders have pushed the envelope of what's possible with functional equipment.
