Italian manufacturer Kask is offering an amnesty on bicycle helmets to encourage riders to check their head protection.
Take in an old helmet between 5 July and 31 August and you'll be able to buy its top-of-the-range Vertigo helmet for £100, rather than the £165 it normally costs.
The Italian lids are used by Team Sky and the likes of Chris Froome, Sir Bradley Wiggins and Richie Porte. Kask has pointed out that the highly-successful pro cycling outfit has earned 145 wins while using its helmets.
Around 75 percent of bicycle-related deaths come from head injuries, according to the International Bicycle Fund, and Kask says that helmets are the most important protection that cyclists can wear.
“Modern helmets are incredibly robust and should last for five years, but even in the hands of the most careful owners, they are at risk of getting bumped, dropped and knocked, and this can lead to unnoticed damage to the polystyrene compression layer,” said Angelo Gotti, CEO of Kask.
“They’re the most important thing we wear when cycling, so we want people to start thinking about helmets more and to start giving them a routine check – as they would their chain, their tyres or their brakes.”