Sports
Brain Injury [SBI] has become a problem of national concern. CHECKLIGHT™, launched on July 25,
2013, features a head-impact
indicator weighing less than an ounce, made of an ultrathin, bendable
electronic sensor (developed by tech company MC10) fitted into a mesh cap, designed by Reebok. It senses when the wearer has been dealt a major blow to
the head. A proprietary algorithm makes the call, i.e. the Reebok CHECKLIGHT™ is not
a concussion diagnostic tool – it provides an objective measure of impact force
and is designed to lead athletes on a pathway to assessment.
Full press release follows.
SOURCE: MC10, www.mc10inc.com AND Reebok, www.reebok.com
Keep Your Head in the Game with the Reebok CHECKLIGHT™: a New Impact Indicator for Athletes. Reebok CHECKLIGHT™ Provides Coaches, Athletic Trainers, Parents and Athletes with an "Extra Set of Eyes" to Help Determine Impact Severity
CANTON, Mass.[July 26, 2013]--Reebok, the global fitness brand,
has launched the groundbreaking Reebok CHECKLIGHT™*, a sports activity impact
indicator designed for athletes of all ages and skill-levels. The CHECKLIGHT™
skullcap is designed for use in all helmeted and non-helmeted contact sports
and activities.
In the heat of competition, athletes aren't always aware of the
severity of a blow to the head. Reebok has delivered a simple solution. The
CHECKLIGHT™ design uses multiple motion sensors to provide actionable impact
data to help assess an athlete before continuing to play. An easy-to-read
display of red and yellow lights indicates the level of impact. The Reebok
CHECKLIGHT™ is the first impact indicator that comfortably fits wearable
electronics directly on the athlete - not on the athlete's protective
equipment. Embedding flexible electronics into a closely fitting skullcap helps
to accurately measure direct accelerations that the head is experiencing in
real-time.
Head impact injuries, also known as traumatic brain injuries,
are a serious public health issue according to the Centers for Disease Control
and Prevention (CDC). Sports-related head injuries are a recognized problem in
both contact and non-contact sports, and for athletes of all ages and skill
levels – from the student athlete to the elite athlete. For this reason, the
CHECKLIGHT™ is specifically designed for players of all ages and skill levels.
"At Reebok, we are dedicated to helping people be fit for
life, no matter which sport or activity they participate in," said Paul
Litchfield, Reebok's Head of Advanced Concepts. "The more we learn about
head injuries, the more we understand the long term ramifications and we want
to do our part to help ensure people can participate, compete and enjoy life.
There is still much to be learned in this area, but we believe technology can
play a significant role in improving the athletic experience and the
CHECKLIGHT™ is a perfect example of this. We're very proud to introduce such an
innovative and important product."
More than three years of lab and multi-sport field-testing with
hundreds of athletes ranging from youth to professional have served in the
development and validation of the CHECKLIGHT™. During the creation of
CHECKLIGHT™, Reebok has worked with head trauma experts in the medical and
academic fields and professional athletes, including Indianapolis Colts
quarterback Matt Hasselbeck.
"As a professional athlete, I understand and assume the
risks involved in playing a sport at the elite level," says Hasselbeck.
"But as a professional athlete, I am also fortunate to have the very best,
most experienced athletic trainers, doctors, coaches, even TV monitors,
watching me at all times, providing immediate medical attention and really
looking out for my safety. These resources just aren't available at the youth
level, where one coach may be responsible for the health and safety of an
entire team. With the extra set of eyes provided by the CHECKLIGHT™, athletic
trainers, coaches, and parents have the actionable information they need to
check up on the athletes they care about."
The Reebok CHECKLIGHT™ utilizes the award-winning conformal
electronics technology platform developed by Cambridge, MA electronics
company MC10 to
help ensure the product is comfortable and non-distracting to the athlete. MC10
reshapes high-performance electronics into ultra-thin systems that stretch,
bend and flex seamlessly with the body.
The CHECKLIGHT™ takes sophisticated impact data and simplifies
it by providing easy-to-read, actionable LED lights. By providing an objective
measure of impact force, the CHECKLIGHT™ takes the burden off the athlete alone
to start a conversation about symptoms. The device also helps reinforce safer
contact techniques by encouraging athletes to keep their heads up and out of
impacts.
"I have no doubt this will help create a paradigm shift in
the way the sport of lacrosse is played," says Philadelphia Wings (NLL)
and Hamilton Nationals (MLL) all-star Brodie Merrill. "We need to teach
athletes to not lead with their heads and to play the game as it is meant to be
played; without the use of excess physical hits to the head. The effects these
traumas can have on an athlete, in any sport, of any age, are dangerous, and
the Reebok CHECKLIGHT™ is the first step towards creating a safe and smart
game."
The Reebok CHECKLIGHT™ is available nationwide on reebok.com and
at select Dick's Sporting Goods locations. For additional information or to
purchase the CHECKLIGHT™, please visit http://shop.reebok.com/us/content/CheckLight
About
Reebok
Reebok International Ltd., headquartered in Canton, MA, USA, is
a leading worldwide designer, marketer and distributor of sports, fitness and
casual footwear, apparel and equipment. An American-inspired global brand,
Reebok is a pioneer in the sporting goods industry with a rich and storied
heritage in running, training and fitness. A subsidiary of the adidas Group,
Reebok operates under the multiple divisions of the Reebok brand, Reebok-CCM
Hockey and the Sports Licensed Division. Reebok is the exclusive outfitter of
CrossFit and the Reebok CrossFit Games and main event partner and official
apparel and footwear supplier for the 2013 Red Bull X-Alps. For more
information, visit Reebok at www.reebok.com.
Or, discover Reebok at the following locations: http://reesha.re/plus;http://facebook.com/reebok; http://twitter.com/reebok;
and http://youtube.com/reebok
*The Reebok CHECKLIGHT™ is not a concussion diagnostic tool –
it provides an objective measure of impact force and is designed to lead
athletes on a pathway to assessment.
CONTACT:
Melanie Baroni
M&C Saatchi Sport & Ent.
United Kingdom
melanie.baroni@mcsaatchi.com
+44 207 544 3799
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