Football has a concussion problem, the head as a weapon on every single play of every single game of every single practice.

Today's football helmets are effective at doing what they were invented to.

Dio prevent skull fractures and brain bleeds, but they don't do much to decrease the force placed on a player's brain in a collision.

Have you yourself ever had a concussion?

Yes, ma'am, multiple concussions.

There's some that are just a little stingers that you can feel a slight headache and then it goes away.

There's some that I've had that you don't recognize where you are, the product that we have now.

It's the same part of we've had for three entirety of our careers and childhood growing up.

So you know, there's not really much available in terms of the innovation for safety.

Really, there's not much you can be concerned about because of the fact that either you play or you don't play.

That's where vices comes in.

A startup that's turning helmet design on its head.

We've completely redesigned the helmet from scratch.

Linear forces are less likely to cause a concussion than rotational forces What we wanted to do is trying to dress rotational force and reduce the energy that came to the outside of the head.

Current helmets on the market have two layers.

Ah, hard outer shell and an inner liner of foam padding.

The Vices helmet has four layers.

The helmet works much like a car bumper, crumpling to absorb force before it can reach a player's brain.

We wanted to employ some of those principles that have been used in automotive safety, the idea of a crumples owner bumper helmet that yielded and therefore slowed impact forces before they reach the head and brain.

It's not a soft, as you might think, uh, because it has to withstand the impact forces that you see on the football field on Sunday.

Why columns and the columns air able to buckle when there's four supplied, but they can also move what we call on the directionally.

So if you get one of these side impacts or shearing type impacts, the columns can actually moved back and forth.

And so by doing that, they can absorb these rotational type forces that occur vices.

One half a million dollars is part of the NFL's Head Health Challenge with General Electric and under armor, and the company has a roster of current and former players supporting its efforts.

Why invest?

Why not just say, I'll wear the helmet?

You gotta put your money where your mouth is, right?

We're dealing with something right now that is threatening the future of our sport.

And the only way that we can attack that and solve the issue is by making innovative technology available for the athletes that are playing the game.

Vices is careful to say that no helmet, including its own, can prevent concussions.

In fact, experts don't fully understand if there's any way to prevent concussions, period.

The best treatment for concussion is prevention linemen and football who have sub concussive blows.

They get hit on every play.

Is it possible that their brains are being injured?

Not big injuries once, but multiple injuries.

Every play now will improve technology partially prevent.

One could only hope so, but that's necessary but not sufficient.

How do we know that your helmet will actually be effective?

Currently, helmets are assessed based on their ability to reduce impact forces.

Our job is to create a helmet that mitigates those impact forces more effectively than others.

How?

That translates to concussion risk.

We don't know Right now.

We can demonstrate improve that we can reduce impact forces.

We can do that better than any helmet on the market.

Yeah.