To stay afloat, Vicis plans to cut operating costs by half, curtail expansion plans and focus on just two football helmets — its adult model and a version for children. Vicis approached the helmet market in the fashion of Tesla, the automobile maker that sought to capture the high-end of the market first. The helmets can cost as much as $1,500, at least double what most high-end helmets cost. But the challenges for a newcomer, even one with the support and star power of Vicis, are fierce, said Vin Ferrara, who founded and ran the helmet maker Xenith for almost a decade. There are liability and product maintenance costs, helmets that need to be customized for players and teams, and a limited market that tightens competition.

Source: New York Times December 17, 2019 07:52 UTC