Bell Helmets and Ace Cafe London Announce Multi-Year Deal

Bell Helmets has announced a multi-year agreement with Ace Cafe London. The transatlantic partnership will fuse the history, authenticity and credibility of the two historic brands in the creation of exclusive limited edition products, while also co-operatively joining together for unique future racing initiatives.

The companies unveiled limited edition Ace Cafe Custom 500 and Bullitt Carbon designs. A full race version of the Race Star will arrive later this year in time for the Isle of Man TT. This unique helmet collection pays homage to the original helmets as worn by those who frequented the Ace Cafe and its environs. London’s Ace Cafe opened in 1938 as a roadside pull-in and quickly became a focal point for motorcycle riders. With Bell being the helmet of choice for many international pro road racers for the last half century, cafe racers likewise adopted helmets such that they are an engrained part of the British “Ton Up” motorcycle culture. Now, over 60 years later, the partnership comes full circle in the form of these new collaborative helmet designs.

“This partnership between two of the motorcycle world’s original institutions is as authentic as it gets,” said Mark Wilsmore, Managing Director of Ace Cafe London. “Bell continues to develop state-of-the-art head protection, and the Ace Cafe remains at the forefront of British riding culture. Bell continues to be Ace Cafe’s most trusted brand for head protection, and it is with privilege and pride that we see the Ace’ mark on these great helmets.”

Along with limited edition helmets, Bell and Ace Cafe London are exploring collaborative efforts around major events, shows, racing and the Isle of Man TT.

“Ace Cafe has had a storied and revered reputation in the motorcycle industry for the last 75 years, so we were honored when Mark asked us to bring the Ace Cafe Bell Helmets project to life,” said Chris Sackett, Vice President of Bell Helmets. “The release of the Ace Cafe Custom 500 and Bullitt is only the beginning of what is to come. We plan to collaborate on larger and more influential projects that will capitalize on our shared enthusiasm and passion for motorcycle culture.”

For more information: www.bellhelmets.com.

Race Winning Brands (RWB) and its portfolio of brands (BoostLine Products, CORSA Performance, Dart Machinery, Diamond Racing, Haltech, JE Pistons, Manley Performance, MGP, PAC Racing Springs, ProX Racing Parts, Rekluse, RevMax Performance, Transmission Specialties, Trend Performance, Volant and Wiseco Performance Products) is announcing its transition to a Unilateral Retail Pricing Policy, reflecting its commitment to maintaining the quality and reputation of its products in the performance components industry. The implementation of Minimum Retail Price (MRP) for its portfolio of brands is aimed at addressing challenges such as counterfeit product sales, advertising and selling practices that focus solely on price.