Anyone who watched the Paris-Roubaix cycling race last weekend could hardly have missed it: the black-pink-and-yellow ‘brain’ helmets of Team Jumbo-Visma. The cyclists wore the specially designed helmets by Lazer to draw attention to the use of a bike helmet, as part of the ‘Use your head’ awareness campaign. Because despite the fact that it has been compulsory for pros to wear helmets since 2003, many recreational cyclists still cycle around unprotected, with all the – sometimes even fatal – consequences.

“This campaign brings up a very nice memory, because my father said ‘Use your head’ to me before every race. He is no longer alive now unfortunately, but he was my very biggest fan. It is very special to ride now with a helmet that reminds me so strongly of my father.” – Coryn Labecki, cyclist Team Jumbo-Visma

The helmets and jerseys are currently being auctioned through Match Worn Shirt. Much to the delight of Marcel Aries, founder of the Brain Battle Fund where the proceeds will go.